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SmartRead

basics
Industry: Pharmaceutical
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

ABPI industry code of practice.

Describe the target audience and why your work is relevant to them.

Male and female patients aged over 50 (most often 70s and 80s) who suffer from macular conditions. They are most comfortable with print as a medium, but the condition prevents them from being able to see it properly, making waiting room magazines useless.

Cultural/Context information for the jury

Male and female patients aged over 50 (most often 70s and 80s) who suffer from macular conditions. They are most comfortable with print as a medium, but the condition prevents them from being able to see it properly, making waiting room magazines useless.

Tell the jury about the art direction.

We partnered with the Royal National Institute of the Blind (RNIB) to create a piece that for many was the first long-form copy they’d been able to read in years. Oversize type, carefully selected fonts, high contrast colours, low reflective stock, and simple design elements all worked together to make the concept viable. This was complemented with commissioned illustration and photography that used a graphic approach to create clarity and contrast. This was the first large format print magazine to marry design and functionality in a way that brings content, information, and reassurance to an elderly, vulnerable, and often lonely audience struggling to cope with a challenging condition.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Pharma
Non-Regulated
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