British Heart Foundation
Research
Why did I choose BHF? I suppose health is a fairly big part of my life. As it should be a big part of everyone’s life. I do find it that so much effort is put into medical research, yet people still continue to smoke, eat without thinking and drink in unhealthy quantities. It seems some what counter productive as those who continue to this end up regretting their actions.
Putting it simply, Health is happiness. The healthier you are the better your body is working, the more balanced the chemicals are in your brain etc so the happier you feel. And of course, if you haven’t got your health you cannot really enjoy your life.
To begin with I went directly to the British heart foundation website (www.bhf.org.uk), to try and get an overall feel of their attitude. The website was very helpful, with extensive knowledge and descriptions into many heart conditions explained in a simple way.
There are a few other heart health related charity organizations such as –
www.heartuk.org.uk
This charity centralizes around heart cholesterol. It gives advice on how to lead an active lifestyle (with a guide for younger people too) and eating tips. Another thing that seems to be a big part of the organization is the telephone advice service which is available to anyone who would like advice about cholesterol. Open 9.30am – 4pm Monday to Friday.
www.sads.org.uk
SADS is a heart charity website but in a very different way, it focuses only on Sudden Arrhythmic Death Syndrome (SADS). Being a charity that focuses solely on a disease that kills its victim instantly it is mainly aimed at helping family and friends cope with loss. The website does however have explanation on heart function, how SADS can occur and how to lead a lifestyle that keeps your heart healthy.
BHF I believe is the biggest heart charity in the UK. Unlike the others it looks at all heart related problems such as angina, heart attacks, smoking, high blood cholesterol, high, blood pressure, physical inactivity, diabetes, dieting and many others.
Ideas
As the brief says text based I first looked at the words “British heart Foundation” and tried to see I in what way I could manipulate that. Then I came up with the Idea of the British Hurt foundation. Trying to relate the word hurt to the loss of a family member of friend through heart problems, but I found when I tried to display this it lowered the overall impact of the advert.
With reference to recent smoking adverts we have all realized that you cannot doubt the power of the shock factor in advertising, especially when it comes to issues as serious health. If this was a full length TV advert it could work very well as the poster being the end image on the advert after the advert depicted families talking about deceased family members, lost through heart problems that would then reinforce the word hurt in the final frames.
I then came up with the idea of taking the BHF logo and using it to represent a vein in someone’s body and very graphically making the vein dirty and full of cholesterol and filth, which would be shocking, but it wasn’t text based.
Design Realization
I then went back to the idea of British Hurt Foundation, but this time I related the word Hurt of British Hurt foundation in a literal way to the pain suffered when trying to live with a heart condition, people may also recognize as the pain of family loss, but that wasn’t as likely.
The message is very simple; keep your heart healthy if you don’t want to contract a heart condition that will put you into a lot of pain. I didn’t think it was so necessary to make people aware of the conditions or consequences of not keeping healthy on the advert. As Heart health is already quite known in today’s society. As for getting them to act on keeping your heart healthy they could find BHF website and find tips on how to do so.
The target of the poster is adults ranging from 18 years of age upward. I did think to make a poster aimed at children, but not only do I think children aren’t really going to care about their of health at such a young age, but their parents would see the advert and this would create a knock affect in keeping their children’s health in their best interests.
I think the advert works in the way that it is so simple, very easy to understand and carries the message clearly. Also with the text being in red, its easy to focus on against the black background so it stands out, but also by the text being in red it brings an air or severity and danger to it with reference to color psychology.
This would hopefully provoke people to think how Heart problems could affect them, making them think of loved ones, unhealthy or elderly and get them to recommend BHF to them. The colors also work very well as they are the same colors as the BHF logo itself, making the reader associate the advert directly with BHF.
The large main text catches the eye then when your eyes drift down to the lower text stating – “if you haven’t got your health, what have u got?” Being a question it begins to make the mind wonder, making the reader think of it more so that if it was a simple sentence. Then the final sentence is very simple and direct “take care of your heart”. That carries the entire message of the poster being the last part of the advert sticking in the readers mind.
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