Graphic design for social change - the BIG Pledge brand identity
Our behaviour change specialists worked hand-in-hand with our design team and NHS Coventry to create an accessible brand identity which would inspire people to make a 'pledge' for the benefit of their long-term health – firstly, to stop smoking and then to 'get active'.
Based on extensive social research, our versatile, people-focused brand and ‘can-do’ messaging aimed to generate widespread camaraderie. Our design team created a brand essence to make getting fit or stopping smoking seem achievable and motivate local people towards sustainable behaviour change.
To support our social change objectives, we needed the brand to resonate with 'hard to reach' audiences - bringing together families, friends and peer groups and repositioning local NHS services as friendly and supportive.
As part of a wider social marketing approach, the BIG Pledge concept was rolled out via two separate campaigns ('stop smoking' and 'get active') through the full range of communications channels, including online (on ICE-built websites) and via personalised 'pledge packs', PR and outdoor media/livery.
