Creating a digital health awareness campaign : Coronary Artery Disease

Abstract

This dissertation is a study on campaigns and advertising, which delves into researching and creating a digital social awareness campaign regarding the issue of Coronary Artery Disease(CAD) which is a subsection of Cardio Vascular Disease(CVD). All knowledge used in this project regarding the disease itself was retrieved by interview from Cardiology Consultant Dr Andrew A. Cassar and Superintendant of Ministry for Health Director General Dr Charmaine Gauci. The subject was chosen as it is a prevalent issue in Malta and Gozo. This dissertation will go over the research into creating the campaign, choosing the appropriate audience and an appropriate medium for that audience and creating a visual identity for the campaign itself. The idea behind the campaign is to ease the viewer into iteratively leading a healthier lifestyle, by suggesting subtle alternatives to unhealthy foods while keeping the diet they wish rather than the usual tactic of suggesting drastic and sudden changes to their eating habits making it much harder to follow or stick to. The project was initiated by studying and analysing other adverts and campaigns through semiotic theory to spot out any particular topics that could be beneficial or detrimental to the final result. Post research phase, the project delves into the design of the logo, and content for social media.