DBA Inclusive Design Challenge 2009
A communication initiative to tackle the growing problem of sedentary lifestyles. A fun approach to a serious subject, personas are used to deliver the message in different formats across the age spectrum - to engage, educate and encourage everyone to get involved.
How it works
Shift uses different media to get across the nature and impact of a sedentary lifestyle while targeted strategies suggest outlets for physical and mental activity.
The campaign's logo has three versions: a simple, clear generic one that works in gray scale; a playful, colourful, tighter version; and an animated one for younger audiences for use in digital and ambient media.
Alongside the logo are persona-based ambassadors created to deliver the Shift core message to different audiences:
For each persona, a range of possible activities has been designed, backed by information in the appropriate media format for the target audience.
For Jack's generation, messages would appear on favourite online sites and on posters in venues where they gather. With involvement from the Department for Children, Schools and Families, activities would be delivered by the mobile Shift bus.
Work is a major part of Mary's lifestyle so the Shift message could be delivered en route to work via ads on public transport or through clever T-shirts to show that Shift is a fun idea. Screensavers and educational tools could be downloaded from the Shift website to spread the message and get others involved.
For Alf's generation a more sedentary lifestyle is often unavoidable, but there will be Shift buddies to get minds engaged in mental activity and in physical exercise through the medium of volunteering.
User input
What the designer said:
‘It was an opportunity to think about a subject we wouldn't normally get the chance to and meant our team could express themselves unhindered by client "interference". The team worked in a really refreshing manner, primarily because of the freedom, but also because of the nature of the project... which they all found inspiring and rewarding.'
Andy Hunns, Clinic
What the judges said:
'It was clear that a high degree of creative energy, enthusiasm, lateral thinking and sheer hard work had gone into the creation of a compelling range of inclusive scenarios. These were bound around a quirky and attractive logo that was embedded in a wider communications campaign. The use of likeable mentors, particularly the Shift buddies or walking partners, would work well in the games environment and the team showed an excellent understanding of the dissemination potential of different media.'
