/ CONSOLIDATE
CREATIVE CONSCIENCE 2/2
Kieran James BA (hons) Graphic Design level 5 Unit 3: Innovate: Consolidate Creative Conscience 2/2
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Contents Brainstorms Men’s Health Campaign Initial Development Research Further Research Type Styles Morag Myerscough Kate Moross Style Develoment Booklet Design Page Plan Final Spreads Creating a Charity Final Logo Ideas Campaign/Events The Great Pants Run
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Pants Creating a Video Shorter Videos Social Media Campaign Final Poster Mock Ups Summary Bibliography
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Brainstorms
I began to brainstorm ideas under the three briefs, Water Brief, Sunlight Brief and Open Brief. I explored many issues around these areas, but couldn’t come up with anything solid that I could grow into a fully developed project, they were all quite one dimensional. I decided to focus on the open brief, and also look at Design for Good, and how other brands and companies have produced products and campaigns that benefited people, or improved their lives. I was still struggling until I saw a piece of print design that had the phrase ‘show you balls’ meaning to take risks be courageous, but it got me thinking about Mens Health and how you never really see stuff thats so bold and in you face about mens issues.
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Men’s Health Campaign
Project Brief: For this project I want to create a multimedia campaign on mens health and testicular cancer. The idea of the campaign is to remove the stigma around talking about these issues for young men, by being humorous and playing on the multiple slang words for testicles.
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Initial Development
I started to develop the style of the work for the Mens heath campaign, I wanted to focus of big bold typography as what I wanted to say in the project was these phrases and slang words for testicles, and play on the humorous side of the words. I was playing with 3D typography so it felt like the words were bursting from the page into you face and have a real impact. I was also playing around with colours for the type and instead of the classic blues and dark colours to appeal to men, I tried a soft but bold light pink and it really stood out, and I could imagine it among all this dullness that you usually see in doctors offices or around serious subjects, and make something that catches you eye and make you feel a bit better.
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Research I then need to do some research into this subject to see what I was dealing with, find out some statistics and try and understand who my potential demographic is. I wanted up to date data so went online to NHS reports, Cancer research, World Heath Organisation, and others, so I had these statistics and facts. I also looked at who it was most effecting, younger men, so thought that my style and use of language and humour would be appropriate in getting younger people to engage with it. I also did some research into why men don’t talk about these issues and asked both men and women in my class why they think men don’t talk about these issues and it always led back to either, they don’t think its that serious or they’re too stubborn to do anything about this. I complied a large document of all my research, looking at case studies and theory, such as fun theory, and how other have used humour in their ads. Cancer mortality can be reduced if cases are detected and treated early. The awareness of early signs and symptoms (for cancer types such as skin, cervical, breast, colorectal and oral) in order to get them diagnosed and treated at early stage. Early diagnosis is particularly relevant when there is no effective screening methods or – as in many low-resource settings– no screening and treatment interventions implemented. In absence of any early detection or screening and treatment intervention, patients are diagnosed at very late stages when curative treatment is no longer an option. One for the Boys. A campaign about mens cancer and tackling the issues that surround it. Uses high profile people such as Samuel L Jackson, Michael Douglas, Russell Brand and Sir Steve Redgrave. ‘We want to remove the myths and change the male mindset on prioritising their health. Educate men through campaigning, knowing what to look for and seek help when in doubt as early detection will help save lives. We want to shine a little blue to what seems to be a very pink world, in cancer campaigning.’
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ases 1% of a 7c ll c ,20 aths Less a e th d a 3
November 2014
How common is testicular cancer?
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Testicular cancer
Testicular cancer is rare before puberty but is the most common cancer in men aged 25-49 in the UK.
KEY STATS
hs eat rd
Testicular cancer has an unusual relationship with age: it is more common in younger men than older men.
Cancer Statistics
98% survive 10 or more years
Testicular cancer is the 16th most common cancer in men in the UK. Around 2,200 men in the UK were diagnosed with testicular cancer in 2011, that’s around 6 men every day.
s case er nc of all can ce 1% n
TESTICULAR CANCER
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Worldwide, around 55,300 new cases of testicular cancer were estimated to have been diagnosed in 2012, with incidence rates varying across the world.
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In Europe, around 21,500 new cases of testicular cancer were estimated to have been diagnosed in 2012. The UK incidence rate is 19th highest in Europe.
Incidence of testicular cancer has more than doubled in Britain since the mid-1970s, though rates have stablised in recent years.
How many men die from testicular cancer?
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In the UK in 2012 around 60 men died from testicular cancer. Testicular cancer death rates have fallen by around 80% since the early 1970s. Unlike most cancers, more younger men die from testicular cancer compared to older men.
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Worldwide, around 10,400 men were estimated to have died from testicular cancer in 2012, with mortality rates varying across the world. In Europe, around 1,600 men were estimated to have died from testicular cancer in 2012. The UK mortality rate is eighth lowest in Europe.
How many men survive testicular cancer?
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Since the introduction of combination chemotherapy in the 1970s, survival for testicular cancer has risen continuously, and current cure rates are 98%.
What causes testicular cancer?
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A man’s risk of developing testicular cancer depends on many factors, including age, genetics, and exposure to risk factors .
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Almost all men with testicular cancer are now cured, compared with less than 7 in 10 in the early 1970s.
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Certain medical conditions and diethylstilbestrol exposure in utero may relate to higher testicular cancer risk, but evidence is unclear.
No modifiable factors have been conclusively linked with testicular cancer risk, though many factors have been studied. The most wellestablished risk factor for testicular cancer is cryptorchidism.
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cruk.org/cancerstats © Cancer Research UK 2014 Registered charity in England and Wales (1089464), Scotland (SC041666) and the Isle of Man (1103)
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Further Research
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I looked at some previous campaigns around the issue of mens heath, but also looked at how it is advertised to women to check themselves and also overseas in Scandinavian countries that seem more open about these issues. I also looked at adverts that had run with sexual innuendos, like viagra pills ads or the Nikon camera ad, and how they use metaphors of suggestive imagery to portray their message.
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Type Styles
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After all the research into my subject, I had what I needed to start creating a campaign, I just needed to develop and refine my style. I looked online and through some typography books to try and find some inspiration into what sort of style I wanted. I decided solidly on the 3D type, so found others who had done the same, and explored all the variations I could find.
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Morag Myerscough I looked at Morag Myerscough for her use of vibrant colours and her 3D type. Her pieces stand out and are recognisable as hers, and she always does stuff thats flat, but it looks Three Dimensional. I really like how she captures a space and takes ownership of it and it got me thinking about my work, and will it have that power to grab attention and get people to interact with it. Also looking at her type, she has different styles that work together in harmony and can be placed together, with unbalancing the whole piece, which got me thinking that maybe I shouldn’t just settle for one style but multiple ones that share the same values and colour scheme, but work nicely together.
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Kate Moross I also looked at Kate Moross, this was again for her type and use of colour. Her work was more digital, which applied to me as I was going to be designing it all on a computer. Her type was a lot more expressive and illustration based. Which I felt wouldn’t work for my subject as it was still a serious subject, and the vibrant colours I wanted to use. The balance between colours and how it all fits on page is what I feel I will be able to take from Kate Moross.
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Style Development
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I started to develop my style of the type, as well as using simple figures, such as the stickmen, I looked at AXE shower pooling for inspiration. I stated exploring different fonts and thicknesses of the type elements such as stroke and inner strokes. I was also playing with the pinks, some felt too vibrant and female, I wanted something men would happily be associated with.
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Booklet Design
After finalising a style I decided on creating a small A6 booklet for the campaign, telling a story though big typography about checking yourself, some statistics and big humorous phrases about balls. I played around with a few and ‘Grab Your Balls’ and ‘Squeeze Them’ sounded good and looked good written out so started to build on this sort of language, and wrote down and found out as many slang words for testicles as I could.
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Page Plan
I played around with some layouts of the booklet and built a small narrative, ready to start designing digitally.
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Final Spreads
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These are my final spreads of my booklet, I used big bold type, and I feel it really feels like it punches out at you and holds your attention. I also really like the mix of type styles, I feel they work harmoniously together.
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Creating a Charity
I decided to create a charity to have all of this campaign to run under, I wanted something specifically for Men and testicular cancer. I came up with the line ‘Bollocks to Cancer’ as I was already using similar language in my booklet, and felt the work ‘Bollocks’ was inherently British. I also was playing the phrase ‘Love Your Balls’ and noticed that and upside down heart looked very similar to testicles, so decided to incorporate this into the logo.
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Final Logo Ideas
This is the final logo I came up with, I kept it very simple and had ‘Bollocks to Cancer’ cut out of the upside down heart, so you could place it over anything and the image below would show through.
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Campaign/Events
To take this project further I decided to create a full blown campaign, including a video, similar to the booklet, and an event aimed at young people to raise awareness of the issues, tied into a social media campaign. I decided, as I was focusing on balls, to put on a pants run, in which young people would strip down to their pants for a fun run, which would get people actively involved and taking part in the campaign, rather than just another thing to ignore. I focused on festivals over the summer as many young people attend these and there is more of a sense of community at them as you watching you favourite artists play, and feel that people would be more inclined to take part in a pants run at a festival.
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The Great Pants Run 2015
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I decided on the name ‘The Great Pants Run’ as I felt pants was quite a strong British word, rather than underwear, and also played on ‘The Great British Bake Off’ name. I originally put a Union Flag over the type as it reinforced the British feel of the event, but felt that sometimes using that using it can have negative connotations of racism, and also it felt quite removed from the style of work I had already produced.
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Pants
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Seeing as I was doing a pants run, I thought it appropriate to create some pants that would be able to be sold for the ‘Bollocks to Cancer’ charity I had created as a way of raising money and not just awareness. I tried a few different style and colours, as well as some different phrases, I had used previously for my work. I create a few mockups digitally to see what they would look like. I also thought that if people wanted they could buy these pants and wear them for the pants run, either stripping down to them, or over their normal clothes.
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I also decided to create some female pants, as even though I am focusing on raising awareness of mens issues, I feel that not only that people would be interested in take part in the run if there are some women doing it as well, but also feel that raising awareness among women about these issues is important as well, as they could inform their male family members or their partners.
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Creating a Video
I then started working on a video as it would be able to be shared online and reach a much bigger audience than just the booklet and events. I wanted it to have the same feel as the booklet and have a narrative, but also wanted to include the new pants run material that I had designed, so decided to start off with the funny balls and slang words part of a video, using kinetic typography, to remove the stigma and get people more comfortable and then encourage them to get involved and inform them of how.
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Shorter Videos
The video I put together was good and worked really well, its just at about one minute thirty it required a lot of attention in the internet age to watch it all. So I had the idea of making shorter snappier videos, each focusing on an area of the video. One was to be the funny, balls video, reminding you to check yourself, One was what your feeling for and a bit more statistical, and the last was to solely focus on ‘The Great Pants Run 2015’ telling you about the pants and how to get involved.
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Video 1
Video 2
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Video 3
These are screen grabs of the shorter videos I created. I feel that the videos are nice and concise and keep your attention, to give you bursts of information, so that you might just check yourself or share the video online. To improve these videos I feel I need to get someone else to do the voiceover as I used my own voice and need to someone thats more expressive in the way they talk, and more of the every British man.
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Social Media Campaign
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Final Posters
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Mock Ups
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Summary This is a multimedia campaign aimed at young people, to get them to address the issue of testicular cancer and to remove the stigma around it. It includes a booklet, which would be given out to young people at colleges and universities, a series of short videos, shared online as part of a social campaign, and events taking place at festivals, getting people actively involved. As well as a series of pants for said events which be sold for the charity which I have created called ‘Bollocks to Cancer’.
Background This project came out of looking at design for good and making a positive change. One thing I knew that was damaging to people’s health was stubbornness, often in men, that they don’t go to the doctors due to the mindset of ‘its not that bad’ or ‘it’ll get better’. I have approached a very serious subject with a humorous approach as a way to remove the stigma around the subject, allowing people to talk more openly about it, such as young men. Looking at young people who are more closed off and embarrassed to talk about these issues, and seeing what they love and take part in, I looked at festivals which thousands of young people attend each summer, and where there is more of a sense of community. I thought if there was something that they could take part in and rather than just asking for money, if they got something out of it, such as a pair of pants, they would be more inclined to take part in the run and keep them as a memento. The campaign involves an A6 booklet, a series of short videos, which can be shared online as part of a social campaign, and a series of events taking place at festivals across the country, to get people actively involved with the cause, raising awareness in the process, and raising money through the sale of pants.
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Kieran James BA (hons) Graphic Design level 5 Unit 3: Innovate: Consolidate Creative Conscience 2/2