Hertfordshire County Council are expanding on their Dementia Awareness Campaign this year by targeting the county’s commuters. Previously, well known football grounds (Watford and Stevenage) were the chosen sites where large volumes of the county’s residents gather and potentially view the ‘Talk to your GP’ message. This time, Onefiveone was asked to investigate costs for various alternative sources of advertising including shopping centres, rail stations and local bus services. HCC decided on using rail station and bus advertising around the county.
Once the media type had been decided upon, the design concept could be worked up. The same message had already been in place the previous year so the current design had to incorporate some elements, type and/or a general ‘feel’ of the old design to ensure continuity.
The design concept put forward to the commissioners incorporated a sketchy/faded background which would symbolise the fading memory capacity of dementia sufferers, with headline type that also backed up this ‘breaking up’ concept. By utilising a randomised, almost hand drawn scribble face (also used on the previous design), the message was successful yet still clearly legible from any distance.
The main ‘call to action’ for the campaign is to point potential sufferers and relatives of these people to contact their GP if in any doubt about increasing symptoms or memory issues. The supporting service’s and organisation’s (NHS Hertfordshire, Herts County Council and the Alzheimer’s Society) logos were kept small and therefore lower in priority/importance as this was NOT where people should access the service and the help that is available. It is the GP’s responsibility to direct any concerns through the correct access point.
The Joint Commissioning Team were very pleased with the final design and implementation and have since commissioned a further project with Onefiveone involving the re-branding of the Increased Access for Psychology Services (IAPT). The re-brand is to make this service more available and approachable to it’s users ensuring quicker diagnosis and therefore better suited treatment and recovery times.