Investigation and Analysis

 

My Client

My client is the NHS and they are reviving a former campaign which has been renamed to the Better Health Campaign. This campaign encourages the UK population to live healthier by exercising and quitting bad habits such as cigarettes and alcohol.

The old campaign was known as Change 4 Life, it has joined the Better Health Campaign, however, nothing from the Change 4 Life Campaign has been taken away. The campaign was established in 2009 as a part of the country's ambition of Healthy Weight, Healthy Lives (2008). The Change 4 Life campaign shares the same purpose which is to ensure that the people in the UK eat healthily and are not doing unhealthy activities, it just targeted a younger audience.

The motivation for the client to do this campaign is clear due to the money being saved when there are less patients needing expensive treatments for diseases and other health problems related to living an unhealthy lifestyle. This campaign should help the NHS have a healthy financial situation whilst also allowing the young UK population to have a healthy life situation.

NHS

The idea of the NHS was formed after the 2nd world war that would aim for the entire general public. In 1944, the guidelines for the NHS were made and it was allowed to be funded by general taxation instead of national insurance. The NHS was established on 5th July 1948 for the entirety of the UK. 

The NHS is now 73 years old, and it has employed 1.7 million people across the country which makes it the fifth largest employer in the world. The biggest job role of these 1.7 million jobs are the nurses who's jobs can be made much easier if the general population of the UK is healthier. 

Existing Products Research

Codes and Conventions 

Not only has the NHS done the Change 4 Life campaign and the Better Health campaign, but they have also done campaigns like For A Greener NHS and Top Tips for Teeth. 

Top Tips for Teeth is a good example as it is similar to Change 4 Life in how it is targeted towards a younger audience. It features the same art style as the change 4 life campaign which features cartoon characters which represent jelly babies. This poster has a playful vibe to it whilst also being straight to the point in the big and bold text telling the reader to brush twice a day. The font used is a font which is typically easier for a young person to read. The main convention to take away from this is that it is an effective technique to contain the art style which targets the age demographic while also remaining to the point. 

This is an advertisement made for the Change 4 Life campaign, it shows an animation with the characters from the Change 4 Life posters. The cartoony animation clearly targets a younger audience, the animation in the video is best described as being similar to the kids show Pingu. The old style of animation used can also be nostalgic for the adults/parents of the children; enticing them to live a healthier life. 

In this existing NHS advertisement, the time of the advertisement is cut very short so that the advertisement sticks to the point and delivers the message to the viewer without having the time for them to lose concentration.