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As part of their extensive range of resources for children and young people, the British Heart Foundation required sets of communication pieces aimed at separate age groups; 8-12 year olds and 13-19 year olds. Each device would have their own voice and purpose, tailoring their voice and message to their audience, with the common goal to support young people living with a heart condition.

For the 13-19 year olds, we created a themed set of collectable mini books known as the ‘guest editions books’, which were all to be guest edited by authors and illustrators such as JK Rowling and the Horrible HIstories team. The books deal with themes such as living with your condition, facts about hospitals and the emotional side of living with a heart condition, engaging with the age group through familiar channels. Through heroic, inspiring stories, the series aims to inform children and provide them with the tools for the fight ahead, through relatable, well-known fictional characters. 

We also created a microsite entitled ‘The Beat’: a community for young adults to talk about their experiences and generate their own content, making it essentially by young adults and not for young adults. The platform provides a way for users to connect regularly in the way favoured by their age group, sharing a variety of content including articles, film, tips and advice. Imagery is true to the lives of the audience, with photography being taken and inspired by young adults. Red patterns are also used as a strong anchor to the compelling stories and simple straplines such as ‘best foot forward’ and ‘heart and soul’.

Project completed under the creative direction of Purpose©.

Client
British Heart Foundation