T HE BRIEF

Create a public service announcement campaign that raises the awareness of lung cancer to the general national public in a supportive manner that supports them to check their symptoms for early diagnosis of lung cancer.

THE INSIGH T

In Britain, 34589 people died from lung cancer in 2010. The general public often stereotypically associate lung cancer with smokers. The majority of the public are unaware that if lung cancer is treated early, it can be treated. In order to reduce the death rate amongst lung cancer sufferers, early diagnosis is therefore a vital action.

THE P URP OSE

To inform people about the symptoms of lung cancer so that they can check their symptoms early if they are experiencing similar symptoms. This would result in a greater number of people to be proactive in checking their symptoms associated with lung cancer early as early diagnosis is vital in order to reduce the chances of dying from lung cancer.

MEDIA P LACEMENT

Event exhibitionPoster advertisingIPAD application

THE SOLUT ION

In order to communicate to the audience effectively, an exhibition event could be held. Due to the nature of the topic, guidance and support is important. A positive tone of voice will be adopted to communicate to the audience. An exhbition event can help to inform the importance of checking symptoms early in a relaxed exhbition environment where people can feel free to ask on-site doctors and nurses guidance and advice. The event will display posters containing a QR code to download the ‘Catch it early’ app for free. By generating a free app, the audience would be more ineterested in downloading the app. The cam-paign can be supported by Macmillan UK and Roy Castle Lung Cancer Foundation and can be advertised throughout Lung Cancer Awareness Month to generate a campaign that will generate greater appeal.

THE C ONCEP T

‘Catch it early’The campaign aims to embrace a positive outlook to encourage the public to check their symptoms early. By naming the campaign ‘Catch it early’, the audience is immediately informed about the purpose and message of the campaign.

If lung cancer is treated early, the likelihood of complete recovery is higher. According to The Roy Castle Lung Cancer Foundation:

‘Lung Cancer is the most common cancer in the world. In the UK, around 39,000 new cases are diagnosed each year and it is estimated that, at any one time, there are 65,000 people in the UK living with lung cancer.’

‘Around 41,500 people were diagnosed with lung cancer in the UK in 2009, that’s more than 113 people every day’ (Cancer research UK).

From my research, I found out that the majority of respondents found that they did not perceive lung cancer as a worrying disease and associated lung cancer with only smokers. To break this stereotypical perception, the public needs to be informed that lung cancer is a serious disease. The number of cases can be reduced through this campaign by making people aware of lung cancer and informing the public of the symptoms and the importance of checking early.

Exhibition Event Poster advertisingIPAD application

Not all people are aware that lung cancer not only afffects smokers but also non-smokers.

Problems

Solved through

Lung Cancer is a disease that affects a large population in the UK. The number of cases can be reduced if people seek treatment earlier.

People do not respond to current lung cancer advertising as they only inform but do not create a call to action by directing the audience to get their symptoms checked.

Medium of delivery

Providing guidance, information, advice and support to the target audience through hosting an exhibition . Creating an infographic poster that informs the audience that smokers also have a chance of being diagnosed with lung cancer. Creating an IPAD application that the audience can refer to and find out more information about lung cancer at a time and place they would feel more comfortable and at ease.

BRANDING

Logo design

C olour scheme

Design explanation

The logo has been created to create a friendly tone of voice. The handwritten style font helps to create a tone of voice that engages the audience on a more personal level, making them feel as if they are addressed by a friend. The handwritten style font also visually anchors a note acting as a reminder to the audience to check their symptoms.

A pink, blue and yellow colour scheme has been utilised to convey an optimistic and positive outlook to lung cancer. The bright colours are visually impacting, engaging the audience’s interest.

The infographic style representation helps to make the audience concentrate on the lungs through the utilisation of simple shapes. By keeping a minimal visual aesthetic, the design elements will complement the information by cutting down the detail to avoid confusion.

I have designed a logo to brand the event and the supporting materials so that people can identify the campaign. I have created a silhouette based image of a figure with upright arms to capture a positive outlook to lung cancer. The outreached arms helps to anchor the ‘Catch it early’ concept through the stance, as if the figure is waiting to catch something. The stance helps to evoke that lung cancer can be fought and treated. I have employed bright colours to instill a positive outlook and have embodied three layers to convey that there is a supportive community.

EXHIBI T ION EVENT

The exhibition will allow retail shoppers to take a break from their shopping. The more relaxed ambience than a a clinic or hospital environment will help to attract people to visit the exhibition stand with more ease in the more informal setting.

The exhibition will include:

Talk events by doctos and lung cancer victimsLeaflet and helpine cardsPosters TV screen providing information on lung cancerSitting areas tfor people to ask questions, talk about their concerns, guid-ance and advice with certified doctors/ pharmacists/ nurses.Event staff who are certified pharmacists/GPs/ nurses to provide support and advice.

All of these have a focus on projecting a positive message that lung cancer can be treated if diagnosed early.

The exhibition will take place during Lung Cancer Awareness Month in November, taking place across UK’s main cities. The exhbitions will take place at major shopping centres across the UK including London, Birmingham, Leeds, Cardiff and Bristol.

The exhibiton has been designed with a simple layout, focussing on creating a set out that is clear and an inviting ambient to encourage mall shoppers to visit the exhibition.

P OST ER DESIGN

The infographic poster will be advertised during Lung Cancer Awareness Month to encourage people to download the free ‘Catch it early’ app so that they are more aware of the symptoms associated with lung cancer.

From conducting audience surveys, my research findings show that the general public associate lung cancer with only smokers. Although 85% of lung canccer patients are smokers, there is also a 15% chance of non-smokers being diagnosed with lung cancer.

This poster aims to inform to non-smokers that they should also be precautious about their symptoms. By placing these posters on the exhibition stand, this will inform and appeal to non-smokers who may have casually passed and would have ignored visitng the exhibition.

The tagline ‘We are here to support you’ has been utilised the enhance the positive tone of voice and instill a sense of commmunity.

IP AD APP

‘CAT CH I T EARLY’ ‘ DESIGN

The main purpose of the app is to provide information about the importance of checking symptoms early. Therefore the app has been designed with a user-friendly interface to direct the audience to the information. The app is composed of 3 main sections to make sure that the key information is delivered to the audience. A further four sub-sections has been included to deliver the secondary vital information that would be useful to the audience. By including events, support groups and hotline infomation, this helps to enhance then tone of voice that the audience will receive support and guidance.

An application has been designed as this would be the most effective delivery media for the awareness campaign. The interactive media allow users to find out information they are specifically interested to know more about in an environment where they can be at home where they feel more relaxed. The IPAD also provides flexibility for the user to check back to information when they would like to conveniently.

IP AD AP P IC ON

Menu

Key facts Check symptoms Diagnosis

Events

Take the challenge

Support group

Discussion

Recent activity

Hotline

NHS

MacMillan Support Hotline

Roycastle Lung Cancer

Donate

Regular Donation

One-off donation

The buttons will respond by turning yellow when the user taps onto the surface of the IPAD.

Tab options will appear when the user slides two finger from the bottom of the IPAD.