Healthcare > Pharma: Promotion, Awareness & Engagement
JOBST IRREGULAR BOLD
PUBLICIS•POKE, London / JOBST / 2023
Awards:
Overview
Credits
Overview
Describe any restrictions or regulations regarding Healthcare / RX / Pharma communications in your country / region including:
Jobst communications are required to comply with FDA, FTC and Health Canada regulations.
Describe the target audience and why your work is relevant to them.
Patients who suffer with lipedema, lymphatic or venous conditions. Our work is relevant to them because it represents them; every shape, every size, every limb in our distinctive community.
Background:
Millions of people suffer with lymphatic and venous conditions which weigh them down physically and emotionally. Yet, despite the widespread nature of these conditions, those who live with them are widely misrepresented.
We set out to change this, with a new way of speaking to patients that would empower them and make them feel seen; from featuring real people, all the way down to the finest detail - typography.
We wanted to create a brand new typeface to better reflect the lymphatic and venous communities, both in design and in function.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
This campaign helps destigmatize venous and lymphatic conditions. Today's patients tend to hide their conditions, live in shame and worry about what they suffer with.
Culturally: We wanted to break the taboos around these conditions and get the voices of our patients heard. For the first time ever, we created a font that represents the conditions they suffer from.
Tell the jury about the typography.
A typeface is defined as "a set of type of one particular face and size". Its limbs; ascenders, descenders, arms and legs are consistent. Life with a venous or lymphatic condition is anything but.
Conditions like Lymphedema, Lipedema and Varicose Veins affect the limbs of millions of people but remain misunderstood and misrepresented. JOBST wanted to better represent these people down to the finest detail.
JOBST Irregular Bold features letters affected at random with one larger limb. You never know which limb of which letter will be affected or by how much, until you type out the word. Like being diagnosed with a lymphatic or venous condition.
Each letter has 3 weights, inspired by the 3 levels of compression JOBST products offer. Watch your word randomly change in real-time as you type, before settling on a completely unique shape and size.
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