TYPE: Extra Curricular
CLIENT: Denise Morris
STUDENT NAMES: Kirsty Watt & Eleanor Doyle
DISCIPLINE: Fashion Promotion
As part of ‘National Dementia Week’, the NHS has been involved with a range of events between the 14th and 20th May 2017, aiming to raise awareness and understanding of dementia and supporting those people who live with this condition and their families and carers.
The Chair Collaborator between the NHS and The University of Central Lancashire, Denise Morris prompted a conversation with UCLan’s Jane Souyave, looking to build a visual campaign around dementia that could be rolled out nationally.
Around 800,000 people in the UK have dementia and 1 in three people over 65 will develop dementia.
Denise saw an urgent need for attention of this ever-increasing illness and took the opportunity to develop awareness of this topic further.
‘To design and organise a visual Dementia Awareness Campaign to launch during an NHS full-day educational event at Royal Preston Hospital’
The students, Kirsty Watt and Eleanor Doyle, of BA (Hons) Fashion Promotion worked extensively over the course of four weeks, to organise, design and carry out a successful visual campaign. The initial meeting between Denise, the UCLan team and the students, was heavily focussed on the loss of identity of those with dementia, playing on the concept of a person dressed up in character and then striped of their identity… unaware of where they are or whom they are.
Following the meeting Kirsty and Eleanor undertook an extensive amount of research surrounding ‘Dementia’ which geared the project towards the idea of looking past the illness, focusing on remembering the person and capturing a true representation of people. This campaign was carefully conceived to allow a broad cross section of viewers to engage on a personal level with the imagery.
Delegates at the event were given a first hand understanding of a ‘dementia’ patient’s hospital experience, by being given gowns and randomised wristbands / seating numbers.
The project required the students, Kirsty and Eleanor, to:
‘Ideas for campaign | data analysis | primary research-NHS | confirm consumer base’
‘Gathering of visual material | presentation of findings (client and UCLan critique)’.
‘Layout of imagery | presentation / exhibition layout | portraiture focus | quoting and rationale’.
'Planning for photography, consideration of model choice / photography location | print material selection | editing of photography | awareness of event / marketing | logistics / delivery / displaying of work’ | conference presentation preparation'
‘Presentation of imagery | rationale | event organisation- wristbands, randomised seat numbers and gowns | 10 minute conference presentation’.
The project completed with a series of professional, large scale, portrait prints, incorporating dementia facts and a final rationale. The students, Kirsty and Eleanor presented their work to over 100 key NHS staff at the event, providing a 10-minute talk to explain the purpose of the campaign. This enabled the audience to fully engage with this ‘positive’ visual interpretation of Dementia, which took place at Royal Preston Hospital, and will now be considered for roll out nationally at other hospitals across the UK.
This collaboration project was a huge success, providing UCLan students with extensive exposure within a high calibre industry, as the presentation of work has reached a national audience. By working directly with the client, the project enabled the students to fully engage with the client’s needs and demonstrate their high-level of professionalism during such a fantastic ‘cross-subject’ collaboration.
Whilst working on the project, the students finished the visual presentation on campus at UCLan, and sourced a digital design printing manufacturer.
PROJECT TEAM COMMENTS:
KIRSTY WATT & ELEANOR DOYLE:
Having worked extensively on this project, our skills have broadened in other areas, especially our communication and experience.
Being expected to adapt to research (both provided by the client and our own analysis) has helped us to consider all ethical aspects in relation to certain issues/illnesses. We are now more confident to work in other areas and environments initially unknown to us and will continue to explore other areas.
It was nice to be able to see the outcome of the campaign and hear the emotional responses throughout the day. Usually, you do not get to experience the final delivery of work. We are so happy with the outcome and are excited to discover where this campaign could lead.
The results are a fantastic legacy. The rationale has touched many people (including me) and many staff have continued to reflect on how well your photographs capture the essence of what we were hoping to achieve – seeing (literally) the person rather than the disease or diagnosis.
The professionalism and dedication of you all – but particularly Eleanor and Kirsty – was palpable – both in your approach to the work and the final product. We are absolutely delighted. (D. Morris).
These types of projects are incredibly suited to students and graduates who are in search for additional experience in their specific industry, as support is available throughout from the School of ADF team.