CHOSEN DIRECTION
For Direction 2, we wanted a more harsh and direct tone of voice where the message would be carried out more obviously and “in your face”. With that, I wanted it to be interpreted in a more “serious” way. Instead of having a whole image of a staff’s face, I felt that using half brings more tension and makes it feel more intimate to use a portrait. So, some “intense” or heavy copywriting is crucial in this direction because of the seriousness of the situation and also to attract people’s attention using jarring statements
Other than using portraits, the group had originally decided to work around typography and make that the main visual element hence, I tried to also try out that concept and lay out how the words could be like using my draft copywriting.
How Might We Statement: How might we encourage senior doctors to
be more empathetic and aware of
workplace harassment while sternly
highlighting the need to be kind
Tone of Voice: Stern, Strong, Direct
Target Audience: Senior Doctors
Staff & general public (patients, next of kin)
- Directly informs staff about the campaign
- Raw, personal and informative updates
- Ends with a call to action
- Exposing issues to the external target audience
- Uses similar content to Electronic Direct Mailer (EDM)
