CONSIDER CREATIVE AGENCY
Maggies Cancer Charity
Ocean Outdoor’s annual digital creative competition fosters bold, original ideas in digital out of home (DOOH). We partnered with Maggie’s for this competition. Maggie’s is a different kind of cancer charity. They offer personalised expert care and support, helping people affected by cancer a chance to find happiness in the now, and peace in what lies ahead.
Maggies is growing fast - but brand awareness is low. Getting people to cross the threshold to a centre and seek support is a key barrier to the brand’s growth.
Insights demonstrated a range of factors, most pertinent being the perceived exclusivity of their high- spec spaces and the complex feelings of being overwhelmed, meant that many people with cancer didn’t always feel that Maggie’s was ‘for them’.
Chosen route
OPEN THE DOOR
By using Ocean Outdoor’s ‘The Loop’ we will share localised content that will brighten their day. A reproduction of Maggie’s Manchester’s door appears on The Loop sites throughout. Passers-by are invited to push the door - when they do, motion sensor technology is activated. Passers-by receive a bitesize wellbeing tip - based Maggie’s holistic methods.
Continuing the user journey
MICROSITE
The user will be invited to scan the QR code which would then take them through to the microsite where they can get more indepth information to help them and welcome them to Maggies. From there they can easily find their local Maggies centres.
The viewer can request an information pack through the site.
Continuing the user journey
TOP TRUMP PRINTED CARDS
As well as Maggie’s welcome pack, the viewer will also get some wellbeing top trump cards.
Devlopment:
I love to create polished designs, but process is extremely important. In order to be able to push boundaries and stretch possibilities, I focussed on the big ideas and concept-forming first within this brief.
WELLBEING TIPS
Inside the door
When the door opens the wellbeing animated tips are centred around breathing, nutrition and exercise. Each one acting as a little tip to improve your physical and mental health that day.
The breathing circle would pulsate as the viewer holds their breath. The recipes would change frequently for each viewer and the stretches would cycle through different illustrations.