Think Fast
Campaign Design
Problem:
A stroke is a severe medical emergency that affects more than 100,000 people in the United Kingdom each year. Despite it being the fourth leading cause of death in the UK, one in five people are not confident in identifying a strokes symptoms.
Insight:
During a stroke a person loses 2 million nerve cells every minute. With every passing 15 minutes the window for recovery decreases. Hence, a stroke requires immediate action to improve survival rates and reduce the risk of life altering disabilities.
Solution:
A campaign targeted towards individuals aged 20 -30 year olds. This target market is at an age where their parents, grandparents, or coworkers may be more susceptible to strokes. Raising awareness about stroke symptoms and educating people on how to respond could result in saving numerous lives, reducing the severe impact that strokes cause and addressing the problem of insufficient awareness.
What:
‘Think Fast’ is a campaign in collaboration with the NHS aimed at enhancing the ability of 20-30 year olds to quickly and confidently identify strokes. As an iterative campaign, it will continuously remind the audience of the critical signs and actions to take.
Where:
The ‘Think Fast’ campaign touchpoints will be strategically placed around London Tube stations and inside the trains, providing daily reminders for commuters.
Idea:
I started my project by creating a typeface that was somewhat difficult to read and used simplified shapes, inspired by research indicating that many stroke survivors struggle to identify letters and just see them merely as shapes. I aimed to put the audience in the shoes of those who have suffered a stroke.
My inspiration also came from current NHS stroke campaigns, which I found to be too clinical and not effectively targeted towards young people. My goal was not only to increase confidence in identifying strokes but also to foster empathy for stroke survivors and their challenges. Alongside the posters I created an animation based on this typeface, incorporating quotes from stroke survivors. The quick pace of the video reflects how rapidly a stroke can alter a person’s life.
Development:
