PROMAX

Hannah NewsonRavensbourne College of Design and Communication.Alzheimer’s Society, leading the �ght against dementia.PROMAX 2009

Primary Aims of Campaign:

Within this brief I have been asked to develop a supporting communication strategy that works in accordance with Alzheimer's Society’s house style and brand guidelines. The strategy must also work in conjunction with ‘Skin’ - a 20 second television advert Alzheimer’s, which is already being broadcast.I need to develop a concept and marketing tactic that will raise awareness of dementia, which will draw a greater audience to the service, in turn the audienceshould feel compelled to donate money to the cause.

The target age group of this brief has been set at 40-60. However I think it is important to engage as many people as possible into this campaign, as there is a vast lack of understanding about the severity of this condition on both the su�erer and the family. I think it should be made as apparent as possible to youngand middle aged that this organisation does exist, and the more they put into it now, the more they may get out of it in future.

Style Restrictions:

The way in which we can produce our ideas is limited, as there is already a speci�c template I need to work to. This means I cannot work with animations andillustrations, as I was initially inclined to. Instead I must work with Live Action and Photography with clean typographic layout, and regard for typefaces and speci�c colour palettes.

twine woven link support connect gain ribbon

How to make the Target Audience feel connected to the client:

The brief requests that a mark is developed which represents the cause and the Society. I feel the mark should work in conjunction with a tag line, and the two should work together to give meaning and to connect the customer to the brand. After really brainstorming the relationships between the su�erer, the family/carer and the audience, it became clear to me that the best way to reach the audience wasn’t through making the su�erer look weak, but to allow them to genuinely sympathize with all the people e�ected by Alzheimer’s, primarily the family, and then subsequently, the su�erer. I think it is important for us all to realise the di�culties the carers have in o�ering support to their loved ones, and I think they must feel as lost and confused as the elderly family member who has Alzheimer’s. This is what the mark, the tag line and the main body of content need to shout about.

supporting the supporters

my icon

4

About the icon:

My icon is two hands reaching up from a tag line that says “supporting the supporters”. The hands are designed to look speci�cally like one blue ribbon. I decided to use a ribbon because it’s in keeping with services that do similar things for speci�c diseases like aids and cancer. I have chosen to use Alzheimer’s blue for my ribbon, as it’s a strong and respectful colour, as well as being inspiring and positive. The hand drawn illustrative styling of the ribbon is speci�cally designed to look personal and charming. However it could be produced photographically also.I think that the associations that come with a ribbon are that they are strong, yet soft, attractive, can be used to bind things, and are generally quite nostalgic.The two hands represent support, a helping hand, to the su�erer and to the family. The idea of using two hands instead of one was a conscious decision, as I wanted to the logo to suggest that this could either represent the service, the carer, or both working together to provide stronger reinforcement. This double meaning works in relation to the tag line also.



important messages

1 in 3 people over 65 will die with dementia

Everyone almost everyone will be a�ected

What will convince them to pay attention?

Keeping in conjunction with “Skin” advert, the poignant fact of “1 in 3” is something I will carry into my design vehicle. I think this is a punchy fact that reallymakes a statement about the severity of Alzheimer's. If this isn’t enough of a statement to promote action amongst the public, the extension from this fact is that if 1 in 3 people over 65 will die with dementia, the chance of one of your family and loved ones having dementia in your lifetime is high. Again, this is the tactic of connecting the target audience to the su�erer via the family and carers. Both of these statements will appear in various ways throughout my campaign.

all media must include:

How do I ensure my message is consistent?

I need to ensure that my entire campaign feels related across all media. Not only does do my own design guidelines need to be consistant, but the guidelinesprovided by Alzheimer's must also be carefully applied, and balanced, to ensure the origional brand is present. Throughout all advertising there will be the four things listed above. These will remain the backbone to the campaign, and then various di�erent images,behaviors and personalities can be added in accordance.

poster campaign

Here is an example of my poster concept. The background colour is from the Alzheimer's colour palette, the typeface is FSAlbert , the correct font for thisclient. The image was acquired direct from the Alzheimer's branding guideline website, and all imaged used through project are. The logo has been appliedover the photograph, an opaque white band has been placed over the image, as it stipulates in the guidelines that the logo can only be laid over white, light blue or a pale photograph. The band brings down the contrasting colours in the photograph, allowing the logo to stand out on the poster.The typographic content follows a structure Alzheimer's already use within their �at work, where the larger body font sits on top of a key line, and then subtext is positioned below. The mark appears in the same half as the content, as it binds the two statements together. It also gives it clear space, which I would like the mark to have at times.

Mum knows moreabout historythan I do,

but she doesn’trememberyesterday.


www.alzheimers.org.uk/donate

Leading thef ight against

poster campaign

Another poster design with the same guidelines applied.

My husband can remember all the words to his favorite song,

but he can’t remember my name.




poster campaign

Another poster design with the same guidelines applied.

My Dad stillremembers how to fly a Spitfire,

but he doesn’tknow who I am.




poster extension


Mum knows more about history than I do,

but she doesn’t remember yesterday.



www.alzheimers.org.uk/donatesupporting the supporters

Here are the same concept guidelines applied to a large 48 sheet billboard poster, and the side of a double decker bus.

poster campaign extension-tube

my husbandcanremember,

how toflyaspitfire how

hefeltwhenwarended

thecrowningof Elizabeth II

sexdrugsand rock’n’roll

whenEnglandwon theworldcup

the nameof his firstpet

howtomaketea

buthecantrememberwhoIam




I have adapted the poster style to �t tube advertising. Above is an example of how to concept can be spread down posters next to the escalators. The statements read rather impressive at �rst, highlighting exciting and eventful memories, but as the viewer travelsdown past the posters the messages become more everyday. This ensures the maximum attention is gained through the time is takessomeone to pass. The second advertisement shows how a similar design to the poster can be applied within a tube carriage.

viral campaign- web banner

My Grandad remembers how to fly a spitfire...

My Grandad remembers how to fly a spitfire...

but he doesn’t remember who I am.

supporting the supporterswww.alzheimers.org.uk/donate

Leading the f ightagainst

For the Internet virals I have decided to incorporate live action. This will take the place of the coloured background and the photograph. I decided this wouldbe a more engaging way to use the motion side of things, as will also �t within brand better. I have decided for this viral idea that I will use a clean looking footage of a day time sky rolling past. Each viral will loop every 6-8 seconds, and when clicked on will redirect you to the donation and information website. The idea behind the virals is that they work with the stories that have been told elsewhere. This one for example is an extension of the man who can stillremember how to �y a Spit�re.The way in which the motion graphics appears is simple, it starts with the �rst statement appearing from 0 opacity to 100% opacity, then fading into the second part of the statement. The second statement fades away to blue sky, then the logo, mark, tag line and website all fade up together.


My Grandma knows more about history than I do...

My Grandma knows more about history than I do...

but she doesn’t remember yesterday.



Here is another example of how the narrative stories within the posters can be applied to virals. This viral is a very similar concept to the one previously, allthat is di�erent is that the footage is of a poppy �eld, and we zoom out from a close up shot to a distant shot of �owers dancing in the wind.The relevance of the elderly lady remembering history and the poppy �elds is a reference to the Second World War. All moving image should be an iconicreferance to the story being told.

My Dad pioneered Thermal Imaging...

My Dad pioneered Thermal Imaging...

but now he doesn’t remember what it is.




Here is another example of how the narrative stories within the posters can be applied to virals. This viral is the same concept at the two before, just with another story being told. This is the story of the elderly man who pioneered thermal imaging. To reference this, I have chosen to use candles, as they are alsoa representation of hope, which is a nice icon to have within overall message. The camera starts close to the �ames, making an abstract pattern of colour and shapes, slightly similar to that or thermal images, as we pull out, we realisethat we are looking at candles, and the �nal two seconds we see the �icker next to the logo and tag.

The television advert represents in full what the internet virals cannot, due to time and impact constraints. This advert would be 15-20 seconds long. As withthe virals, the clouds are all live action, and motion graphics are placed over the top. Although these adverts are very simple, I think with the correct narrative, pacing and sound design they could be very e�ective and iconic, almost slightly moving. As this client is also seen to be within the charity side of things, something that looks to �ashy and edgy will throw their humble and trustworthy appearance.

television campaign

Audio: Outside ambiance, noise of plane in air.Action: Clouds rolling past, plane in sky.V.O - “My Grandad tells me that he can still remember how to �y a Spit�re...”

Audio: Outside ambiance, noise of plane in air.Action: GFX appear on screen. Clouds Roll.V.O - “1 in 3 people over 65 will die with Dementia, but nearly everyone will bee�ected by it.”

Audio: Outside ambiance, noise of plane in air.Action: GFX appear on screen. Clouds roll.V.O - “The Alzheimer’s Society specialise incaring for su�erers of Dementia, as well asSupporting all family and loved oneswho are e�ected by it .”

Audio: Outside ambiance, noise of plane in air.Action: Clouds rolling past, plane in sky.V.O - “But he doesn’t remember who I am.”


1 in 3supporting the supporters


Audio: Outside ambiance, distant gun �re.Action: Poppy �eld sways in wind.V.O - “My Mum knows more about the historyof Britain than I ever will.”

Audio: Outside ambiance, distant gun �re.Action: GFX appear on screen. “ ”V.O - “1 in 3 people over 65 will die with Dementia, but nearly everyone will bee�ected by it.”

Audio: Outside ambiance, distant gun �re.Action: GFX appear on screen. “ ”V.O - “The Alzheimer’s Society specialise incaring for su�erers of Dementia, as well asSupporting all family and loved oneswho are e�ected by it .”

Audio: Outside ambiance, distant gun �re.Action: Poppy �eld sways in wind.V.O - “But she doesn’t remember what she did yesterday.”




This is the storyboard for another television advert, using the reoccurring story of the lady to can remember the war, but can’t remember what happens day to day.Within the television adverts I want to emphasize the 1 in 3 face, as we have the time and correct medium to explain it in.

television campaign

Here is my �nal storyboard for my television adverts. This one is the full extension of the concept of the man who pioneered Thermal Imaging.

television campaign

Audio: Machine whirring, abstract �re noises. Action: Flames �icker, establishing shot is abstract like thermal imaging camera.V.O - “My Granded pioneered thermal imaging years ago when he was an engineer.”

Audio: Machine whirring, abstract �re noises. Action: GFX appear on screen. “ ”V.O - “1 in 3 people over 65 will die with Dementia, but nearly everyone will bee�ected by it.”

Audio: Machine whirring, abstract �re noises. Action: GFX appear on screen. “ ”V.O - “The Alzheimer’s Society specialise incaring for su�erers of Dementia, as well asSupporting all family and loved oneswho are e�ected by it .”

Audio: Machine whirring, abstract �re noises. Action: Poppy �eld sways in wind.V.O - “But now he doesn’t remember itat all.”




Hannah NewsonRavensbourne College of Design and Communication.Thank you.

PROMAX

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