Concept 1. This concept uses clear, simple messages that promote the benefits of self-care through your local pharmacy.

Transcription

1 Concept 1 This concept uses clear, simple messages that promote the benefits of self-care through your local pharmacy. People like to see pictures of other people, we are programmed to search for faces. Using this thinking we have used photos of real people in a playful way, replacing the I in the main benefit word. This gives us the opportunity to use a diverse range of people in order to resonate with as many audiences as possible. We can also use this approach to feature medical professionals on the visuals in order to use the established trust in GPs/health workers - if they say it is the right thing to do the public will listen. Bright coloured backgrounds add visual attraction.

2 I self-care because it s QU CKER If you have a minor illness such as hayfever, cough, cold, headache, heartburn, indigestion, dry skin or a blocked nose, pop in and talk to your community pharmacist for easy and quick advice and treatment.

3 I self-care because it s EAS ER If you or someone you care for has a minor illness such as hayfever, cough, cold, headache, heartburn, indigestion, dry skin or a blocked nose, pop in and talk to your community pharmacist for easy and quick advice and treatment.

4 I self-care because it s CONS DERATE If you have a minor illness such as hayfever, cough, cold, headache, heartburn, indigestion, dry skin or a blocked nose, pop in and talk to your community pharmacist for easy and quick advice and treatment.

5 I self-care because it s S MPLE If you have a minor illness such as hayfever, cough, cold, headache, heartburn, indigestion, dry skin or a blocked nose, pop in and talk to your community pharmacist for easy and quick advice and treatment.

6 I recommend self-care for minor illnesses because it s QU CKER If you have a minor illness such as hayfever, cough, cold, headache, heartburn, indigestion, dry skin or a blocked nose, pop in and talk to your community pharmacist for easy and quick advice and treatment.

7 I always recommend self-care for minor illnesses because it s EAS ER If you or someone you care for has a minor illness such as hayfever, cough, cold, headache, heartburn, indigestion, dry skin or a blocked nose, pop in and talk to your community pharmacist for easy and quick advice and treatment.

8 Concept 2 This concept uses the same messaging and visuals as Concept 1 but we wanted to test it to see if it carried more impact and direction if used as one artwork. Seeing the collective of people all together as one is a powerful message of social movement - follow the crowd, this is the right thing to do. People want to belong - they don t want to be the odd one out. Using we self-care... and then asking, do you? is powerful and will get a response from the viewer.

9 We self-care, it s......qu CKER...EAS ER...S MPLE...CONS DERATE Your local community pharmacist is a trained medical professional who can advise you on the best treatment for minor conditions such as: hayfever cough cold headache heartburn indigestion dry skin blocked nose

10 We self-care, it s......qu CKER...EAS ER...S MPLE...CONS DERATE Your local community pharmacist is a trained medical professional who can advise you on the best treatment for minor conditions such as: hayfever cough cold headache heartburn indigestion dry skin blocked nose

11 We self-care, it s......qu CKER...EAS ER...S MPLE...CONS DERATE Your local community pharmacist is a trained medical professional who can advise you on the best treatment for minor conditions such as: hayfever cough cold headache heartburn indigestion dry skin blocked nose

12 Concept 3 A very graphic, eye-catching Ronseal approach. We wanted to use some everyday language as the NHS can be complex and quite difficult to understand at times. We wanted to find a common phrase that summed up the minor conditions that the pharmacist can help with. We like the phrase off colour as it is not too serious and gives us room for some creativity. So the simple visual plays on the fact that your local pharmacy can put the colour back in your cheeks! The result is very visually striking and has real impact. At it s heart though it is very simple and can be used in many different ways. It would certainly stand out in a pharmacist s window or in the GP surgery.

13 FEELING OFF COLOUR? VISIT YOUR LOCAL Your local pharmacist is a trained medical professional, ready to give advice on minor conditions including: headache colds coughs hayfever earache dry skin and all without the need to make an appointment. PHARMACY be self-care aware