Sappi Ideas that Matter - Book 7

Europe
Lost and Found in Action
British Heart Foundation
38
Every year, thousands of people die prematurely from
heart disease. For those who survive, the daily battle
has just begun.
The British Heart Foundation is committed to preventing
people’s lives being devastated by heart disease. They
fund pioneering research, care for patients and their
families, and provide vital information to help people
understand the causes of heart disease, how it can be
avoided and what treatments are available.
Aware that the average age of students at Southampton
Solent University was between 18 and 22, and that
young people tend to be reckless with their health
(particularly their hearts), lecturer Steve Lannin,
(Creative Direction, Copy and Planning), and students
Paul Jones (Design, Typography and Photography)
and Darren Whitney (Illustration), working closely with
Julian Temblett and Mandi Simms of the British Heart
Foundation, took up the challenge.
Rather than lecture on the dangers of high fat foods
and smoking, they decided to target students with
a campaign about how good it is to buy from charity
shops, in particular the British Heart Foundation. If they
drop by and pick up a ‘worn in’ jacket, they reckoned,
students might also pick up a leaflet about heart disease
when they visit.
So they geared their concept towards the ‘charity
shop’ aesthetic; the rough and ready ‘distressed’ look,
individuality, teamwork and concern for the environment.
Appearing in book, poster and postcard form, the
campaign spread to barber shops, garages, pubs
and clubs where young men meet, as well as broader
posters and signage across Hampshire.
The response to the material was overwhelmingly
positive, with some outlets noticing a sizeable increase
in the number of young people visiting the charity
shops. In the ultimate tribute to the team, the iconic
posters even became sought after collectables in their
own right.