Skin Cancer - Final Boards

Skin Cancer - Evaluation

After the completion of this brief I was relieved that I was able to make it look so professional and targeted so directly at its TMG. I will also pursue the Mcmillan Cancer foundation with all of the contacts from hospital I received and have been in contact with, to try and get the campaign noticed. I feel the concept works well and communicates what it needs, the scar and composition of the type surrounding strengthens the concept tenfold. I could of created the book and also various DP's however due to time constraints I didn't have the time I needed. On the other hand the campaign still has a strong purpose and is very relevant for contemporary times so it has a potential. It was quite a difficult brief to visually be faced with my scar consistently however it was worth exploiting the issue and the photographs actually ended up looking quite professional.

Skin Cancer - Final designs

Leaflet

Could be handed out publicly in town centre's. The leaflet would act as a gateway for people to access the important information online.

The reasoning behind using such a heavily based type background for the campaign posters, is that it represents the thoughts and emotions that go through your mind once you’ve been in this position, it 

provides the public with all of the emotional questioning that should be done prior to obtaining a tan, not after.

Below shows a billboard that will advertise around the clock, even when dark, I’ve took into 
consideration that this could be a distraction to motorists so the light emitted would only be activated with a soft light. 

The campaign re-inforces different aspects of skin cancer, (as oppose to just promoting that it’s a bad thing). When a passer-by stood infront of the advertisement, there facial features would be placed behind the balaclava suggesting that cancer doesn’t discriminate. If it were to be a real world campaign I’d also have to use a female model as skin cancer doesn’t just effect genders. 

The roof of a sunbed, the idea was that this campaign would be introduced into sunbed shops. The bed would appear perfectly normal until the UV goggles  are worn, this would show the following image, giving the impression that the customer is lying in his own grave rather than a sun bed.

The book would be basically a condensed version of the websites information. Depicted in double page spreads similar to the one I've designed below. For the front cover, I wanted the impression to be on Sunbeds, therefore applied slits to reveal the poster below, I had the slits similar widths in terms of its surroundings to that of UV lights in sun beds.

Web functionality…

Now that my campaign was active in the public space, I also needed to make all of the information accessible in the public domain. Therefore I designed a website that would involve my target audience, I feel this was successful because it allows a level of interactivity that other ‘Cancer’ sites do not offer, especially toward the younger sufferers. 

On the homepage of the website, you are able to take two different route’s. Route 1 consists of scrolling down to reveal all of the information you require to broaden your knowledge of skin cancer, this information is aimed at the more serious visitors. Whereas Route 2 appeals to the more casual user, allowing people to discover ‘real-life’ stories by hovering there mouse over the text background. If the user hovers over my scar, it will go white, signifying a link to my own personal struggle. The sub-page to this link is shown on the black and white sub-page.

Scroll-down.

Skin Cancer - Photography

Given the setting and nature of where we ended up taking the photographs (In our front room with a backdrop and photographic lights) I was pleased with how they'd turned out, the photo's were a crisp quality which meant there was scope to edit them effectively.

As you can see, the placement of the lettering has worked perfectly around the shape of my scar, the kerning between the type has meant the scar has comfortably sat among the text.

Although the Balaclava bears some resemblance to a hostage or terrorist, when placed amongst the text and bearing a scar, it takes the thought away from that and more on the issue that skin cancer can affect anyone.

Skin Cancer - on screen development

As a result of my research and the fact that the shape of my scar was a ‘C’,  it provided me with a perfect opportunity to combine type with my scar. Initially I drew up the type digitally and was going to overlay the text on my body, however, drawing the type directly onto my chest proved to be the better option, this was because it allowed the type to follow the size and shape of my chest and gave the text a much more rugged and worn appeal. (synergy with the effects of the sun on skin)

After heavily editing the photographs, I was able to manipulate and disect the text to create a new structure of type for the background of my photography. The orange overlay represents the desire for a tan and the black and white image reinforces the idea that I’m dying for a tan. The balaclava has been used to suggest that cancer doesn’t discriminate i.e. it doesn’t matter who’s under the mask.

Double Page spread - if in production this would be ONE dp's of many pages featured in the book design I've yet to complete.

Skin Cancer - Initial developments & conceptual strengthening

Initial designing; Before I actually began designing conceptually for my campaign, I fiddled around with ideas passing through my head, below I've documented my attempts at creating a suitable logo for the purpose of my campaign. I wanted the logo to share synergy with my title. Dying for a tan? was the slogan, and the logo that would of worked in conjunction was a sun bed depicted as a coffin...

Investigation into colour, specifically reds, oranges, browns.

IDEA: face-mask (peel) - As a potential idea that could've worked with more planning and time. I wanted to include the effects of a face mask, after using these in the past I know that when you peel it off, it looks as if its a thin layer of skin. This would give the impression that the skin is burnt and peeling. PERFECT FOR MY DESIGN DIRECTION. However due to the timing I didn't have time to  remove the blue hue that was in the opaque peel.

Investigation into experimental type…

(communicating personal messages)

Idea generation...

Skin Cancer - Initial research

Brief synopsis: Cancer research UK is particularly concerned by the current high-level use of sunbeds for cosmetic purposes, especially by young people. The task at hand is to create a thought provoking campaign that will be focused around the use of sunbeds and the desire to acquire a tan for fashion or cosmetic purposes.

The reason I chose to undertake this brief is because I was diagnosed with Melanoma cancer less than a year ago, during one of the busiest times of my life, I was faced with the worst type of skin cancer. What makes this so ironic, is that a tan fades and scars don’t. I felt inspired to  reach out and let people know the devastating effects of aquiring a tan. Especially the younger generation who are becoming more comfortable to risk their lives as a result of popular culture and what's depicted as attractive.

The amount of primary research I was able to collect during this brief was collosal, I had folders full of numbers and contacts that were able to supply information on every aspect of Skin Cancer, most
importantly I was able to include my first-hand experience of the diagnosis. One of the most important factors for me, was my TMG. The campaign ‘Dying for a Tan’ is aimed at young people, specifically 18-30 year olds, this is because rates of malignant melanoma in the UK are rising rapidly.

Primary

Secondary

As a result of my Primary research, I didn't really need to do so much secondary research, this is because I knew what I wanted to communicate and I knew how to say it, through personal experience. 

Although the effects of cancer are visible cosmetically through scars, people often fail to understand the mental and inner struggle people face because of Cancer. In light of this, I began my research into letterforms (inspired by the success of Mcmillans type). I wanted to create a bold and striking aesthetic. The bottom-right image displays my initial attempts at creating a personal type.