Daniel Nelson

201341251

DESN3947 Graphic and Communication Media

 Brief 1

Ugly Futures
Problem: Growing and ageing population.

Insight: The UK elderly care system cannot cope with the demand leading to a reduced quality of care and
will cost lives .

Mission: Raise awareness of the care crisis and encourage elderly people to pressure their MPs into
increasing funding and addressing the issue.

Solution: ‘Forever Cruises’: A scare campaign advertising the idea of a fictional cruise which elderly people
to go on and die. The aim is to create panic by convincing the public the cruise is real and that lots of elderly
people have signed up to go and die on a cruise ship rather than use UK care homes. This aims to frighten
75-80 year old people, thinking that they should sign up to the ‘Forever Cruise’ as well. The campaign is
revealed as fake once they order a brochure which tells them about the care crisis and encourages them to
write to their MP.
Identifying an Ugly Truth
The project began with the creation of various mind-
maps to identify an ‘ugly truth’ which is negatively
affecting today’s society, and will lead to doomsday in
the future.

Mind-mapping identified a common problem in 4 of

the mind-maps, which was the issue of health care
in the future. In particular, the issue of a growing
population would lead to added pressure on hospitals.
This is made worse by an ageing population which
puts additional stress on care homes for the elderly
which will have to cope the future huge demand.
Ageing Population Research
After identifying an ageing population as an ugly
truth facing society more research was done to better
understand the problem and why it is important.
Statistics show that the UK population is getting
older and people are living longer. This will lead to an
increase in the percentage of the public who can’t
‘wash and dress themselves’, meaning an increase in
the amount of people that require care. This is an issue
as the articles from the Guardian and Age UK show
that care homes are already struggling, leading to
people suffering.
A key insight was that only 1 in 6 older people are
concerned about their ability to access care, meaning
83% of older people still don’t feel the care crisis is
an issue. This highlights a target audience for this brief.
Office for National Statistics:
Living longer: how our population is changing and why it matters
In 50 years’ time, there are likely to be an
additional 8.6 million people aged 65 years
and over – a population roughly the size of
London.
The likelihood of being disabled and/or
experiencing multiple chronic and complex
health conditions among those aged 65
years and over increases with age. As life
expectancy increases, so does the amount
of time spent in poor health.
The Guardian (2022)
This article from the guardian highlights how an ageing
population is not just a problem for the future but is a
problem now.
The article says social care has “never been so bad” and
provides the statistic that 500,000 people are waiting
for help. The reason for the crisis is because care
services are struggling with “160,000 staff vacancies,
rising demand and already tight funding for social care
that is being squeezed by soaring food and energy
inflation”.
Age UK: A report on the care crisis (2022)
The report highlights how the social care system in England is facing
significant challenges, including underfunding and inadequate staffing,
which are resulting in a large number of older people experiencing unmet
care needs. These problems are causing significant stress and hardship for
many older people, who are struggling to get the support they need. The
government has set out some reforms, such as a cap on costs, but more needs
to be done to improve the social care system and ensure that older people
have access to high-quality, reliable, and affordable care. The government
must prioritize improving social care and allocate more funding to the system.
Most surprising is this statistic that only 1 in 6
older people are concerned about their ability to
access local care. To flip this, 83% of older people
still don’t feel the care crisis is an issue.
This statistic is highlights the importance of the
problem and the human cost it is having. 28,890
people died without care meaning the end of
their life was spent suffering.
Identifying a Target Audience
Next, it was important to identify how the care crisis could be fixed and what audience should
be the target of the design solution.
An interview with a family member who is a health care professional found some unique
insights. The interview uncovered the opinions of someone from inside the health care
industry and got their honest thoughts. The most significant insight from the interview
was her opinion that ordinary people can help the situation by writing to their MP as “the
government will only start to fund care homes once they feel the public will stop voting
for them”. This quote inspired the need for further research into voting statistics to identify
which group holds the most voting power.
Statistics from the 2019 election provided the valuable insight that the elderly have the most
voting power and are most influential in elections. The older the age group, the higher the
percentage of turnouts and the higher percentage of votes for the conservatives (the party in
government). This means the votes of the 70+ age group are incredibly important to the
conservatives, meaning they have the most power to pressure the government to start
funding care services or else they risk losing their votes.
After identifying a target audience for the project, it was important to identify which areas of
the care system needed addressing. Age UK’s manifesto highlighted the most important areas.
Age UK have their own manifesto to help fix social care. They have criticized the PM’s recent
announcement of a Health and Social Care Levy, arguing their plan does nothing to help
older people and carers right now.
Age UK are calling for a comprehensive, immediate funding package for councils to spend on
social care so they can deliver:
- high-quality care for older people.
- support for unpaid carers.
- better terms and conditions for care workers.
They identify a number of issues in care and social care still haven’t been addressed:
Underfunding – since 2010 the state has cut its spending on adult social care by £86 million
despite a rapidly increasing demand because of our ageing population.
Postcode lottery – despite the 2014 Care Act introducing a national system of eligibility, local
variation is still leaving many older people without any support.
Unmet need –1.6 million people aged 65+ don’t receive the care and support they need with
essential living activities.
Declining access – cuts in local authority care services have placed increasing pressure on
unpaid carers.
Age UK’s call to action is to email your local MP as well as join Age UK and start campaigning.
Statistics on voting by age
Interview with Dr Emily Nelson
What is the current state of the UK care system?
“The state of the care system is a problem. It is severely understaffed and lacks sufficient funding,
leading to challenges in providing adequate care to patients. From what I’ve heard care homes find it
really difficult to hire staff as no one wants to do it”.
Are patients suffering because of this?
“Yes, patients are suffering as a result of the under-staffing in the care system. They often face long
wait times for treatment and may receive care that is below a satisfactory standard. This can be a
frustrating and stressful experience for patients”.
Is the situation improving?
“Unfortunately, the situation is not improving. Despite the efforts of us, the government has not
provided enough funding and resources to adequately support the care system. This has resulted
in a chronic shortage of staff and care homes, which is only made worse as demand for healthcare
continues to increase”.
What would improve the situation?
“To improve the situation, the government must invest more funding into the care system. This
includes hiring more staff, improving infrastructure and facilities, and providing more resources to
support patient care. Additionally, a focus on preventative care, rather than just treating illness after it
has occurred, would likely have a positive impact on the care system”.
How can ordinary people help?
“There are things that ordinary people can do to advocate for better healthcare and support initiatives
that aim to improve the care system. People could contact their local MP to voice their concerns.
The government will only start to fund care homes once they feel the public will stop voting for
them. People could also support charities that work to improve healthcare, and raising awareness
about the issues facing the care system”.
What can the government do to help?
“The government has the power to make significant positive changes to the care system by providing
more funding and resources, hiring more staff, improving facilities and building new care homes to
cope with increasing demand. Nurses should be paid more which would help encourage people to
get into nursing. The government should try and encourage students to become nurses through
bursaries. Taking action in these areas would likely have a positive impact on the care system”.
Target Audience Research
Following on from the insightful research it was decided the target audience
for this project will be elderly people between 75 and 80 who are not in care
homes, but are approaching the years where they may need one. This is
because elderly people have the most political weight to pressure MPs into
increasing the funding of social care.

Personas were created to gain an understanding of the target audience, and get
inspiration as to how to most effectively target them through a design solution.
An insight found was the common theme of travelling among retired elderly
people. This insight inspired the concept of using a cruise ship to target 75-80
year olds. Another insight was that elderly people tend to not use technology
and instead consume physical media. This inspired the use of traditional
physical methods of advertising such as direct mail, rather than digital methods.

Personas

Name: Margaret Name: Richard Name: Gloria

Age: 78 Age: 80 Age: 75
Occupation: Retired school teacher Occupation: Retired accountant Occupation: Retired nurse

Interests: Gardening, reading and
going on holiday
Personality: Margaret is a kind and patient person. She
values education and spends her time reading. She is
an avid gardener and enjoys tending to her flowers and
vegetables in her backyard. Margaret is also very active
in her community, volunteering at the local animal
shelter and participating in local fundraising events.
Political Opinion: Voted conservative in the last
election but would consider voting someone else.
Interests: Golfing, traveling, cooking
Personality: Richard is a detail-oriented person who
enjoyed his career as an accountant. He is now retired
and spends his time traveling to new and exotic
places, trying new foods and immersing himself in
different cultures. He is also an avid golfer and enjoys
spending his afternoons on the green. In his free
time, Richard enjoys cooking and experimenting with
new recipes.
Political Opinion: Votes conservative in every election
Interests: Knitting, yoga, spending
holidays with her grandchildren
Personality: Gloria is a compassionate and caring
person who spent her career as a nurse. She is
now retired and enjoys spending her time knitting,
practicing yoga, going on holidays, and spending
time with her grandchildren. She is also active in her
community, participating in charitable events.
Political Opinion: Votes conservative. Is familiar with
the local MP.

Opinion on care crisis: Has heard of it but doesn’t
consider it a big issue. Feels fit and healthy so doesn’t
think she’ll ever need care.
Confidence using tech: Uses facebook every day.
Opinion on care crisis: Hasn’t thought about it at all.
Thinks it affects other people but he won’t need a
care home.
Confidence using tech: Doesn’t use technology
much. Prefers newspapers and physical media.
Opinion on care crisis: Is frighted of the care crisis but
doesn’t know what to do about it.
Confidence using tech: Uses facebook occasionally
but finds using computers stressful. Prefers printed
media .
Initial Ideas for Solutions
After identifying the target audience of 75-80 year
olds ideas for solutions were generated which aligned
with the insights found in the personas. This news story is about an 88 year old woman sold her home and possessions to
move permanently onto the cruise ship ‘Crystal Serenity’. This happened after her
husband passed away and was his last wish for her to keep travelling. The idea of elderly
The story of an 88 year old woman who sold her
people leaving land and moving permanently onto a cruise ship inspire the concept for
home to travel the world on a cruise ship inspired a ‘Forever Cruise’, a cruise ship designed for elderly people to live out their last days.
the concept of a ‘Forever Cruise’. Connected to P&O
cruises, the concept consisted of solving the care
crisis by putting elderly people on a cruise ship
which sails the world until they died. . This extreme
concept would solve the care crisis by freeing up the
demand for care homes on land.

Additional research was needed to develop this

concept and make it into a campaign that worked
and that achieved the mission of raising awareness as
well as getting elderly people to pressure their local
MPs. Therefore, research into parody advertising
campaigns was done.
Additional Research
Adbusters
After identifying the initial concept of the ‘Forever
Cruise’, more research was needed to figure out how Adbusters is a non-profit organization that promotes critical thinking
this concept could be used most effectively to have and activism through media, particularly through the use of print and
the largest impact and achieve the aim of getting online magazines, books, and other media. The organization is known
elderly people to pressure MPs to fund the social care for its focus on environmental and social issues, as well as its critique of
industry. Research into dystopia, parody and satire consumer culture and the advertising industry. The work of adbusters
proved valuable and gave many insights. to subvert famous brands to achieve an alternative aim inspired the
idea of using ‘Forever Cruises’ to help fix the social care crisis
The genre of dystopia and the Scarfolk project
inspired the idea of creating a post-apocalyptic
world where elderly people are forced to live on
cruise ships in order to achieve a purpose. Research
into Darren Cullen and Adbusters provided the
insight to use parody and satire to create an activist
movement. The idea of illegally making posters and Darren Cullen & Satire Parody
billboards and encouraging the public to join the
movement and do it themselves inspired the final Darren Cullen (also known as spelling mistakes cost lives) is a
cruise concept. satirical artist who uses parody to politically criticise companies. He
has targeted Shell, the Conservatives and the Qatar world cup to
name a few. He illegally puts up his own billboards and replaces
Dystopia bus stop posters with an altered version. On his website he sells
a tool to open bus stop posters and encourages the public to join
Dystopia is “an imagined state or society in
his movement. His illegal posters are designed in the same visual
which there is great suffering or injustice,
style of the original company and require closer inspection to realise
typically one that is totalitarian or post-
they are not legitimate and to understand the full meaning.
apocalyptic”. This inspired the idea to create
a dystopia world where elderly people are
sent to live and die on cruise ships.

Scarfolk
Scarfolk is a fictional northwestern English
town created by writer and designer Richard
Littler. It is trapped in a time loop set in the
1970s, and its culture, parodying that of Britain
at the time, features elements of the absurd
and general mocking of northern towns.
Scarfolk is depicted as a bleak, post-industrial
landscape through unsettling images of urban
life. It fits into the genre of hauntology and
dystopian satire. The concept of designing
a fictional town to make a political point
inspired the concept of creating a fake
cruise ship brand to achieve a political aim.
Idea Development
After being inspired by using parody, satire and the
idea of a dystopia world, the ‘Forever Cruise’ concept
was developed.

The new concept was to advertise a fake cruise

brand called ‘Forever Cruises’ to raise awareness
of the care crisis and encourage 75-80 year olds to
pressure their local MPs to make change. This would
be done by advertising the fictional cruise as if
it was real, scaring people into thinking elderly
people are actually being forced to go on cruise
ships because of the care home situation. The goal
is to make elderly people think they should sign up to
as everyone else is. The cruise would then we revealed
as fake and a leaflet would be used to educate people
on the care crisis, hoping they write to their MP. The
company would be associated with P&O to make it
more convincing to the public.

Mind-mapping was used to come up with ideas for

outcomes including a bus stop poster, billboard,
creative direct mail, brochure, for sale sign,
newspaper advert and a facebook advertisement.

Mind-mapping into the name ‘Forever Cruises’ was

done to generate ideas for logos and branding.
Additional Research
Fake Christmas Card Prank
P&O Visual
P&O Cruises is a British cruise company
which offer holiday cruises to destinations
around the world. The company is known for
its traditional British charm and its focus on
providing a luxurious and relaxing experience
for its passengers. The visual branding follows
the colours of the British flag using red, white
and blue. They also use gold to give a luxury
feel to their brand assets. One insight is that
their branding uses peaceful and visually
stunning photos to portray a calm and relaxing
atmosphere. They include lots of imagery of The fake Christmas card prank was a viral trend which
the sea, their cruise ships and people enjoying consists of young people sending their parents a fake
themselves. A range of different typefaces Christmas card addressed from a stranger. The text
are used across their branding including in the card makes out as if the stranger knows the
handwritten text to highlight a key slogan such parent well. This prank creates an engaging impact as
as “This is the life”. the parents are very confused about who has wrote
this card to them. The physical and engaging impact
This research has provided a guide for the this prank has on people encouraged the idea to
visual material which will be produced as part use a fake post card as part of the ‘Forever Cruise’
of this project. Peaceful imagery, photographs advertising campaign.
of people enjoying themselves, and a British
colour scheme will be used to inspire the
‘Forever Cruise’ branding assets.

Cruise, Holidays and Care Home Design

Research was done into the visual design of wide range of cruise,
airline and care home companies. Key insights found were: all
industries used close up photographs of people smiling. Human
positive expression is at the core of their brand assets as they
want to give the perception the holidays are enjoyable and care
homes are positive and not depressing places. Logo design across
the three industries was also similar. The use of serif fonts to a
perception of luxury was common as well as visual icons which
can be considered as cliché such as waves in cruise logos, sun and
planes in airline logos as well as hands and buildings in care home
logos. This research has given inspiration for the visual identity of
this project. Photographs showing human happiness will be used
as well as cliché visual imagery associated with cruise holidays to
create a brand which is instantly understood by the audience.
Development
After carrying out visual research it
was decided to create a traditional
‘cliché’ cruise logo which would be
easily understood by the audience.
It was important the logo illustrated
the concept of the cruise which that
elderly don’t come back from it. ‘Forever Cruises’ Logo
Visual imagery connected to death
and heaven were explored. Sketching
produced a variety of concepts
however the strongest for achieving
the desired aim was the logo of a
cruise ship with angel wings. This
was chosen as the strongest as it
represented the cruise’s unique
characteristic.

Final Logo
Development
The concept of illegally putting up fake
for sale signs was inspired by the work of Sold House Sign
Darren Cullen. The for sale signs would be
placed outside peoples homes to give the
impression that lots of people have sold
their house and signed up for the ‘Forever
Cruise’, making the panic and feel they
should do the same.

Billboards were also created for activists

to put them up around towns. The design
of the billboards are purposefully ‘cheesy’,
using close up photographs showing
happy elderly, inspired by posters used in
holiday advertising.

Each of the branding assets feature the

call to action to phone a number to order
a free brochure. This is where the cruise
will be revealed as fake.

Billboards
Development Post Card from a stranger

The concept of using a fake post card addressed from a stranger as a form of direct
mail was decided to create an engaging interaction. Inspired by the Christmas card
prank, the post card would be addressed from someone they don’t know who is
convincing them to come on the ‘Forever Cruise’.

A traditional bus stop poster was created to specifically target 75-80 year olds
following research that they use public transport more than any other age group.

Bus Stop Poster

Development
The final outcome is a brochure which is sent to the audience once
they call the phone number. The brochure acts as ‘the reveal’, telling
the audience that the cruise does not exist and is instead just an activist
campaign. The brochure presents information on the care crisis and
directs them to take action through emailing their MP or joining the
movement. A brochure is used as it is a traditional marketing device
used by cruise, holiday and care home companies. The front cover is
designed following the brand’s visual identity with ‘cheesy’ photos
including happy smiling people as well as a peaceful cruise ship at sea.
The inside uses slightly bleaker colours to illustrate a change of tone
from happy to serious. The photographs also contrast the rest of the
branding, showing elderly people who are upset. Brochure

Final
Bus Stop Poster
The final outcomes created for this project include: a range of traditional
promotional methods (bus stop poster, billboards, newspaper and
facebook advert), two creative marketing methods (for sale sign and a
fake postcard), and a brochure which reveals ‘Forever Cruises’ as fake,
and encourages them to pressure their MP for more funding of the care
system.

The final bus stop poster is a parody of the advertisements produced by

holiday companies. This includes picturesque blue photographs of the
sea and the sky, as well as ‘cheesy’ photographs of happy smiling people.
Along with other traditional material, the posters aim is to promote the
fictional cruise and make people believe it is real. The call to action is to
order a ‘free brochure’ which elderly people will do once they become
scared everyone else is signing up for it, which will be caused by the two
creative marketing methods (for sale sign and fake post card).

The posters will be placed around city centres and towns where elderly
people regularly visit. The posters would be illegally put up by activists
who have joined the movement to help fix the care crisis. Once people
join the movement they will be given a tool to open bus stop posters,
encourage them to do the same and replace bus stop posters with
‘Forever Cruise’ ones .
Billboards
Along with the bus stop poster, billboards will be used to spread
awareness of the brand and make people believe ‘Forever Cruises’
is real. The design of the billboards is consistent with the rest of the
branding, parodying the ‘cheesy’ advertisements created by holiday
companies. The text of the posters reads “Your final destination”
and “wave goodbye to you family... and hello to a life of luxury”,
getting across the unique aspect of this cruise. The billboards will
again be put up illegally by activists who have joined the movement
to help fix social care. The billboards will be placed by roads and in
city centres to be seen by 75-80 year olds.
Newspaper & Facebook Advert
Additional advertisements were created to spread the ‘Forever
Cruise’ brand including a digital and print method. A facebook
advert was used as is the most used social media by 75-80 year
olds. A newspaper advert was also used as many 75-80 year olds
prefer traditional methods of getting news, Therefore, a facebook
and newspaper advert covers a large proportion of 75-80 year olds.
For Sale (Sold) Sign
Now that the ‘Forever Cruise’ brand has been advertised and 75-80
year olds are aware of what it is, for sale housing signs will be used
to create panic. ‘Sold’ signs will be placed outside random homes
in the street to give the illusion that lots of elderly people have
signed up and gone on the ‘Forever Cruise’. This is designed to make
elderly people think that they should do the same as they don’t
want to be left behind. The aim is therefore for elderly people to call
the number on the sign order a free brochure. This brochure will
then reveal the cruise as fake and educate them on the care crisis,
encouraging them to pressure their MP for more funding.
Postcard from a Stranger
The second creative advertising method designed to frighten
people into thinking lots of people have gone on the ‘Forever
Cruise’ is a fake postcard. Inspired by a fake Christmas card prank,
the fake postcard is sent to individuals addressed from a someone
they don’t know however, it is written as if they know each-other.
This is designed to cause confusion and create an engaging
and memorable experience. The text on the postcard is written
from the perspective of someone on the ‘Forever Cruise’ and is
convincing the individual to join them and look into going on the
‘Forever Cruise’. The impact of this is to make elderly think that lots
of people have signed up to the cruise and that they should do the
same as they don’t want to be left behind. Therefore, they will call
the number to order their free brochure.
Reveal Brochure
The final reveal brochure is sent to elderly people once they have
called the phone number. The front cover of the brochure fits in
with the bright, positive and ‘cheesy’ branding of the other assets
however, inside the colours are more bleak, illustrating a shift in
the mood. The photographs go from happy smiling elderly people
to sad and depressed elderly people. The content of the brochure
reveals that ‘Forever Cruises’ doesn’t exist and explains to the
reader the care crisis. The brochure features the call to action
of ‘write to your MP’ and ‘join the movement’. This is because
research found writing to MPs is the most effective way to create
change. People can join the movement and start to replace bus
stop posters and billboards with ‘Forever Cruise’ ones.
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