“This has to appeal to the elderly.”

For many elderly people it can be difficult to remember to eat well. The concept of the campaign design was to encourage the elderly to consume dairy products as dairy has a naturally high and diverse nutritional value and they are high in good fats which help to maintain body weight. This campaign was conceived by the NHS and developed in conjunction The Dairy Council and uses nostalgic imagery and styling to promote and maintain good eating habits. The campaign design styling was developed specifically for the target market by using focus groups to hit on the exactly the right look and feel. The campaign design took a nostalgic approach to delivering the information whilst ensuring that the communication was clear and readable for the target audience. The photographs were taken in our studio and reflect the photography and retro design of advertising of the 1950s. It has proved to be a very popular and successful campaign.


NHS/The Dairy Council


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