Poster for Health Awareness campaign - 'The Beating Clock'

The poster is visually striking, because of it's dramatic simplicity. The whole campaign is desined around the idea that the clock is used as a metaphor for the heart. In the advert the viewer will live through the advert as the character because we don't hear him speak; however we don't have that luxury because the poster is a still image.

The reason for the clock and the black background is because of my PSB advert and they're both key aspects of that so it's fitting that the poster is of the same image.

The target audience is 40 - 65. The primary audience is males because as I determined in my research that is the area of the population most at risk, the secondary audience is women as they also suffer from CHD and heart attacks.

The image consists of a singular centralised clock. The lines and crispness of the clock is very effective as I feel it's simplicity is what makes it so powerful. The clock has been edited in microsoft word with an artistic effect, called cement; this effect implies the colour is under some strain as it's cracking this is again suppose to mirror the strain put on the heart with stress and an unhealthy lifestyle. This effect also has a really nice effect on the rim of the clock itself and provides a really crisp image. The image of the clock is a formal one, compared to fancy decorated clocks that are designed for kids bedrooms; this image of the clock is one that would usually be seen in a formal setting. This fits to my primary target audience as they are the working men who would see formal clocks like this in a work environment.

The colour palet is very simple, it consists of black and white throughout without a hint of red in the 3rd hand. I feel this colour scheme works to create a high level of tentsion and adds to the drama rather than take away from it. The black also mirrors the dark situation that the clock (metaphor for the heart) is, the lack of colour implies that the future is bleack unless something is done about it. There is also a hind of red which suggests that there is an element of danger which of course is present with any heart disease.

The font is very simple, the reason for this is to approach every audience. This text needed to fit with the simplicity of the whole piece, I feel that it does this well and is accessible to every audience. It's a very soft font, the curviture to each letter fits perfectly with the circular clock and collectively fits as a piece as a whole.

The language is important to convey this message of the health awareness. The slogan is 'Is your life a ticking clock?' this allows people to consider and reflect on their life and the situation their heart may be in. It's a retorical question that directly talks to the viewer, this has a stronger impact on the viewer than telling the viewer something. The bottom text contains information on services that deal with people who would like to know information and may require help. It's simple layout and simple message makes it accessible to anyone and everyone.

To conclude, I am very pleased with the overall design of the poster and feel it's a really dramatic but simple poster that perfectly accompanies my PSB advert.