In 2018, WHO launched its Financing Campaign, calling for an increase in the overall financing envelope for health. In order to attract a wider donor base and additional funding, it needed a communication campaign able to hit the target. Blossom was asked to support WHO in the development and execution of the campaign.
WHO acts as a multiplier in health funding: investments in health and well-being generate economic and social returns throughout the globe. The activities carried out in WHO’s headquarters impact remote villages across the world; vice versa, what happens in the field, from making vaccines accessible to supporting healthy nutrition, generates broader effects on the community and on the region, reaching gradually larger scales. We translated this work into an investment case for WHO.
The “ripple effect” was the creative concept from which we started developing the graphic design and layout of the campaign assets.
The main infographic of the Case for Investment features the ambitious “Triple Billion Target”: the 3 main objectives pursued by WHO, which lead to actions that – like objects dropped into the water – successively expand like ripples.
Within the framework of this collaboration, Blossom developed the Investment Case in English, French and German as well as event materials and a presentation for the launch event.
On the initiative of WHO, the Decade of Healthy Ageing (2021 - 2030) will lead the development and implementation of concrete actions to improve the lives of older people, their families, and the communities in which they live. One of the aims of the Decade is to change the way society regards and treats older people.
Blossom was tasked with developing a brand identity that can communicate the topic of ageing in a new and non-stereotypical way.
Older people, generally considered to be on the fringes of society, are often viewed as passive subjects, unable to contribute to societal growth and development. Blossom wanted to diametrically oppose this view with every element of the brand identity.
The logo is inspired by the concentric circles of trees. The innermost ring, around which the others stem and develop, represents elderly people and the central role they can still have as society progresses. The rings that make up the logo symbol are also used across other applications of the visual identity, interacting with photographs that portray older people in an unconventional way. The colour palette, centered around bright colours, communicates energy and strength, crushing the cliché of a weak or fragile older person.
