Copywriter Michelle Stewart

Copywriter Michelle Stewart

Healthcare

Two becomes one

Working as a solo creative, (art director as well as copywriter) my brief was to devise a print campaign for healthcare practitioners. Alerting them to the fact there’s now a new treatment for bipolar patients.

Here’s the results of my thinking — two campaigns, presented and taken forward by the client, (product names have been removed for ABPI purposes).

Title: Two People

Title: Mood Swing

I’m a big fan of Noma Bar, a graphic artist who is brilliant at communicating wit, in a visual way, famous for manipulating negative space – so please, take a good look at each of the posters below.

I felt Bar’s work perfectly represented the two aspects of the bipolar disorder — the euphoric & depressive phases.

His ‘balloon and needle’ image (yes, look closely) communicates an initial sense of joy, with the needle perfectly poised and ready for the abrupt low which inevitably follows.

Take it seriously

Back with an art director, ironically this copy prominent ad was for IBS awareness to ensure doctors take their patients IBS symptoms seriously.

We noted that the word 'irritable' in irritable bowel syndrome seemed to trivialise the medical condition – so we simply took away 'irritable' away and replaced it with words we felt were more appropriate.

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The Bromley Eye Centre

I’ve always been interested in pushing the boundaries of a brief. In this case it came via a user-focused campaign, I hoped would identify the people unaware they had failing eyesight.

The premise starts at the store’s Google Maps online address — where unbeknown to the viewer their eyes where being tested.

(The Google map font size is a size a person with normal sight can read without glasses.)

The idea being, eye-tracking software picks up on the viewer's naked eyes and their inability to read the font size. With the person's failing eyesight now identified, they would be advised at their in-store appointment and given the necessary eye tests and glasses they required.

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Are you in good shape?

People in general don’t like health appointments. So how do you get them to book a medical check-up? The answer was to strike the perfect balance between the seriousness of neglecting your health and a lighthearted tone of voice people would warm to and follow. Thankfully this approach worked, with a significant 60% increase in the take-up of BUPA health assessments.

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Big on Reassurance
The insight was simply to feature the new pill’s tiny size to reflect its huge medical success, via banners, a DM piece and an e-detail aid.

A Spoonful of Sugar: The Missing Guide to Digital Pharma. Using the data I had, I put this little infographic together.

Time and Place

A speculative idea, positioning hard-hitting messages in London’s big social attractions, to make social drinkers and nightclubbers aware of the possible consequences of unprotected sex.

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