Medical events often suffer from unimaginative visuals, relying too heavily on literal representations of medical specialties at conferences and summits. This trend, however, is beginning to change.
Top 3 clichés in Healthcare brand events:
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Literal Organ Representation: Overly obvious depictions of the relevant organ or medical specialty.
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Outdated Tech Imagery: Generic visuals inspired by outdated medical technology, like grids and electric gradients.
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The image of the host city tends towards sobriety and lacks a distinctive look, often a filtered photograph.
In this article, we want to explore the idea that we shouldn’t be limited by the visual norms of the field, regardless of how institutional and serious it may seem. We will provide examples of how lightness and humor can be beneficial for healthcare events and other sensitive topics.
Why not take it further?
Healthcare professionals, like everyone else, appreciate moments of relaxation and enjoyment. Incorporating fun and engaging visuals into healthcare events can not only celebrate medical achievements but also create a more positive and memorable experience.
Addressing the “Fear” of being too fun 🤡
We understand the hesitation. We often ask ourselves…are we about to cross a line? Will the event lose its sense of seriousness and professionalism? Our experience shows that the answer is a resounding no. We’ve successfully navigated this challenge, creating engaging events that resonate with both clients and attendees.
A Personal insight: the evolution of healthcare event visuals
Let me explain, my childhood coincided with the golden age of pharmaceutical advertising and the constant stream of promotional gifts my mother would bring back from Nephrology conferences – pens, backpacks, stress balls, mini kidneys in every imaginable shape and size, and big logos everywhere. While my memory primarily focuses on this aspect, I do recall later that the event visuals, particularly on invitations and brochures, were uninspired and seemed perpetually the same.
4 years of intestines and counting
This experience, quite particular and personal, can be taken for a “generic overview”, however, it’s fair to say that the prevailing approach on these types of events remains equally boring.
This line of thinking naturally stayed with me when GEDII (Inflammatory Bowel Disease Group) first contacted Bavaroise Design to develop the visual identity for their annual event. Would it be a good fit?
To my surprise, It was exciting to see the established perception shift when, during the research phase (a standard first step in any studio project), we uncovered a few examples, even though they were very rare, of events that dared to depart from the usual clichés. This gave us the confidence to break free from the constraints of healthcare events and create something genuinely entertaining. There were others who had the courage to change, we appreciated their boldness.
For the past four years, we’ve embraced unconventional imagery – sewage pipes, balloons, even a peculiar forest – for IBD events, and all were enthusiastically approved. Bringing a smile to a client’s face and generating enthusiasm for their most complex event is a rewarding experience.
Humor as a tool
While we don’t claim to be pioneers in humor and entertainment, we firmly believe, as dedicated followers of this principle, that ‘humor is a powerful communication tool,’ whether in written or visual form.
This is demonstrated by brand campaigns and initiatives that have gone the extra mile to demonstrate that even serious subjects can be approached with humor, encouraging both laughter and reflection on the underlying issues.
Nobox – using comic illustration to highlight real problems
Nobox focuses on creating transformative experiences for successful teams, with the understanding that building robust healthcare teams is a critical next step in improving healthcare delivery.
In 2023, they approached us with the idea for a distinctive social media series titled “Health is no laughing matter, lol.” This initiative involves the regular release of comic strips on social media, highlighting some of the challenges healthcare professionals face in their daily routines. Bavaroise was honored to be the first guest contributor.
Creating and discussing this series, along with other comics for the project, was highly enjoyable. Yet, it also made the inherent challenges and imperfections of the national healthcare system and other healthcare institutions more apparent. It’s encouraging, however, to know that organizations like Nobox exist—companies that not only identify these problems but also stimulate discussion and the search for solutions to improve them.
Toilet, Teeth, Tits |Breast cancer awareness
Stella McCartney’s “Toilet, Teeth, Tits” campaign, a highly original take on breast cancer awareness, was filmed in partnership with the Netflix series “Sex Education.” (2021).
The campaign introduces a straightforward method for breast self-examination that can be easily incorporated into daily routines, humorously emphasizing its ease.
The Other Prostate Check
We’ve all heard jokes about prostate cancer screening. However, we often fail to consider that this stigma deters men from a potentially life-saving procedure, as early diagnosis makes the disease highly treatable. Yet, 12,000 people die from it every year in the UK.
Fortunately, there’s an alternative – a simple blood test taken from the arm.
Because this knowledge can make a significant difference, Prost8 aimed to raise awareness among as many men as possible. For Prostate Cancer Awareness Month, they visually represented the misconception, encouraging men to reconsider their perception of prostate tests.
“The Other Prostate Check” was published in the UK in March 2024. It was created by the agency TBWA\MCR.
How can one remain indifferent to these billboards?
Equal Pay Day | It’s Handy to have a dick
Outside of healthcare, yet still relevant to a sensitive topic, Equal Pay Day highlights the additional time women must work to earn the same amount as men earned the previous year. With a persistent 22% pay gap, women effectively work nearly three months longer to achieve the same salary. In 2023, this day fell on March 20th.
“It’s Handy to have a dick” serves as the premise for this series of scenarios, clearly demonstrating the disadvantage women face when physically unable to offer a handshake, a common symbol of negotiation in the professional world.
The short film was directed by Lionel Goldstein and produced by Czar for Zijkant. Made by the Advertising Agency Mortierbrigade, Brussels.
Remember “Dumb Ways to Die”?
And finally, to conclude on a nostalgic note, it’s been over a decade since this remarkably popular song, instantly recognizable, was first released. This is a great example of how even death can be portrayed playfully when done right. The campaign is charming, vibrant, and sends a powerful message. For those who may not remember:”
“Launched in 2012, DWTD was initially created as a rail safety campaign for Metro Trains Melbourne before it grew into a hugely successful brand. It follows the lives of cartoon beans that live with a sense of impulsive and cheerful naivety. Dumb, funny, and clearly unsafe, the campaign is designed to hold up a mirror to our own sometimes foolish behavior, ultimately helping us to be a bit safer.”
