The Health Policy Partnership
Increasing Awareness and Equality in Breast Cancer Care: Impactful Policy Briefs for The Health Policy Partnership
Our longstanding client, The Health Policy Partnership (HPP), was producing four policy briefs around Metastatic Breast Cancer Awareness Day. These briefs would present the priority actions needed from decision-makers and policymakers to achieve equity in mBC care. This important topic needed an impactful visual presentation that would deliver an urgent message to the right audience. To enable the widest possible reach, HPP also wanted customisable social media assets to tease the publication of the briefs and spread the message further.
In close collaboration with HPP, we created a set of branded assets with a strong visual identity: appealing and approachable, rather than dry and academic. The policy briefs were published in October and November, with clearly highlighted recommendations.
Client
Team
Francesca Romano
Visual Identity, MS Office design
“It’s been such a pleasure to work with you on this project, and we will definitely be looking to work with you again in future. We really love the fresh design you’ve created, and the whole process has been very smooth. Thanks so much!”
Madeleine Murphy, Director of Editorial and Communications,
The Health Policy Partnership
Distinctive look and feel
Cancer awareness is a crowded field with a number of distinctive, clearly recognisable brands. The mBC project needed to have its own visual identity that would appeal to a broad audience while setting HPP apart from other expert bodies. In particular, it was important to avoid the cliché of associating breast cancer with the colour pink. Accessibility was also a key concern – all the assets should be easy to read online for everyone.
Ultimately, we chose a palette of pastel colours that represent the four areas of this project. These colours work well together and enhance readability, while also helping to make HPP’s research approachable.
Infographic
The first published output was an infographic, with charts and illustrations that provide an overview of the entire project. It was produced as a fully accessible web PDF, and shared in time for Metastatic Breast Cancer Awareness Day on October 13th. Multiple collaborative rounds of revisions ensured that the text was arranged in a way that was both visually engaging and easy to read.
Social media templates
We created a number of branded, customisable social media templates, fully editable by HPP. These allowed the in-house team to produce multiple visuals for the awareness day and beyond, changing the colour and using different stats and quotes to highlight specific points.
Briefings
The layout of the briefings is highly visual. Icons and diagrams draw the reader’s eye to key points. The font and text spacing make them easy to read, and the structure of each text is clearly signposted. In particular, the recommendations of each briefing are strongly highlighted, with both an at-a-glance summary and an in-depth explanation.
Accessibility
Digital accessibility was a fundamental part of the process, and was respected throughout. PDFs represent a particular challenge, and HPP had recently started exploring options to make them more accessible. Over the course of the project, we both learned how to manage these as efficiently as possible so that the work wouldn’t have to be repeated with every new PDF export. The result of this research was a process that Beyond the Surface now uses as standard on all PDF projects.
