An unusual Graphic Design and bespoke Illustration project for a Liverpool healthcare organisation.
The aim was to increase uptake of existing lung cancer screening services. The organisation had already had some success using humour to increase uptake of breast cancer screening and had the idea in place to use a nostalgic seaside theme, creating postcards, leaflets, banners and posters to work alongside a seaside themed show at local events.
The postcards and imagery were intended to grab attention, then reduce the fear associated with cancer screening by using humour (including “saucy” humour) to diffuse the tension and enable conversations.
The postcards were designed to be handed out at local events, with a later purpose to be sent by post to the target audience of over 60 year olds.
This involved working with a diverse group of individuals from several organisations, managing diverse points of view and competing priorities in a tight timeline. I arrived into the project at a late stage in the process with an already well-established team, so it was necessary to quickly try to understand all of their priorities and team dynamics.
A major challenge was to try to pitch the humour correctly - trying to achieve a nostalgic feel and use a degree of perhaps outdated “saucy” humour - enough to provoke a reaction without causing offence - was really very difficult. This was achieved by working closely with the diverse team that included people from the local area who understood the target demographic.