Don't let your day slow down

The brief:
To create in-clinic posters, which would call out fatigue and weakness, and ask patients to seek medical intervention for it.

The patient profile:
Middle-aged patients facing fatigue and weakness, which are primarily infection- and illness-induced.

The challenge:
Generally, neither physicians nor doctors take weakness seriously. They are understandably more concerned about resolving the illness or infection.

The insight:
When we spoke with some physicians and did some social listening as to what exactly patients facing fatigue and weakness go through, we realized that weakness is not just a condition or an indication. It’s a life-slowing phenomenon. Every little task, every single day, seems like a never-ending chore, seems to take forever to complete. For someone feeling fatigued, life often moves at the pace of an arthritic snail.
We brought this insight alive, visually.

The idea and execution:
DON'T LET YOUR DAY SLOW DOWN
From a design / execution perspective, we fused photography and CGI to create an arresting visual signature, across our patient poster series. It was a far cry from the usual category grammar of ‘tired patient’ stock images.
We used these distinctive designs to recreate moments in the patient’s life and bring their everyday struggles alive. And we closed it with a call to action - derived from an element of our brand language:
Seek medical advice on how to recharge your life.