Public relations campaign fronted by television personality Gloria Hunniford, funded by pharmaceutical company Lilly.
The brief was to create an engaging identity and series of information literature to appeal to a female audience about the effects of the menopause and constructive advice on how best manage this change.
Most information relating to the subject matter had a tendency to be clinical in appearance and written in a quite factual, medical manner.
Research indicated that this approach did not engage with the majority of its audience and was considered to be either patronising or clinical.
The designs for both the logo and printed literature was created using warm, earthy colours and a series of illustrations where the overall affect had a distinctive appeal and connected with woman of all ages.
The tone of voice in all literature was a fine balance of informative yet clear and kept ‘real’, as if the messages were being related by an older sister or friend.