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World Health Day 2012 - Competition

WHO

World Health Day 2012 - Competition

 

Glorifying Older Age

Concept:

An older person fulfilling their potential and proud of their actions and achievement presented as the cover story for a magazine. Magazines usually glorify youth, and society follows what magazines present as perfect. Therefore a magazine that presents a healthy older person as beautiful and someone we can look up to can change the way society considers older people. To emphasise the message we have developed a luxury magazine look.

On The Move

Concept:

Documentary style photography presents happy, active and positive images of older adults- a reality that counteracts the stereotype of inactive old people. The slogan shows older people taking responsibility for their role as active participants in society.

Maintaining your Powers

Concept:

An older person incarnated as a character from a legend, typically glorifying youth and power- a superhero. To maintain their superhero powers, they need to maintain their health. As they don’t actually have superpowers, this is read as the power they have as human beings. This concept is playful and slightly irreverent but creates a positive image of older people.  This concept also leads to using the comic strip as the main tool of communication, which can be easily developed across all materials and will become identifiable as the image of the campaign. We did not use comics in the poster, as the link with reality creates a stronger message at the start of the campaign.