Johnson & Johnson – Print Design with Hand Drawn Illustrations
Johnson & Johnson pilots a new children's public health campaign with these E-Tips cards featuring a totally original cartoon character and 12 original hand drawn illustrations by DDA.
As digital technology continues to permeate society, children are becoming increasingly attached to the various electronic devices that deliver digital and interactive media to them. A freelance health and safety ergonomist, RoseMary Chapmen, who was working as an independent consultant with Johnson & Johnson knew the dangers inherent in this change: she began observing an increasing number of children demonstrating the negative consequences from maintaining bad posture, being stuck in one position for too long, and using their hands in repetitive and limited ways as they manipulate their electronic devices. The statistics bore out her personal observations as well: children are coming to pediatricians' offices at younger and younger ages with neck, back, wrist, and finger pain, in greater and greater numbers. Something needed to be done.
Owing to her previous work with Johnson & Johnson, RoseMary decided that she would like to propose an innovative new public health outreach to one of the world's leading voices in all things related to health, especially the health of children. She proposed developing a series of "E-Tips" cards that would include important ergonomic health information for three specific age groups evenly dividing the ages from six to twelve, with each card's information tailored to the reading levels of each group. In order to appeal to the target demographic, a new illustrated character would be developed to help drive sustained attention from children.
DDA's professional marketing consultants worked with Ms. Chapman and agreed to center the public health campaign on a the E Cat. Portraying an animal helped to avoid the gendering of the character, while also granting a natural appeal to young children. DDA's professional illustrators worked with the client to determine the characteristics that the E Cat character should portray; emphasis was on a playful demeanor that would be a natural fit for the audience. After multiple rounds of test illustrations, a final character was established to carry through to all the illustrations that would be present on the E-Tips cards.
Next, DDA received all client-provided texts and began illustrating the main take-home points featured on the front of each card. Using a careful, iterative process, DDA established an initial set of hand-drawn images to accompany each take-home point, refining based upon client feedback until a final three sets of four illustrations were established for each of the E-Tips cards. These 12 original hand-drawn illustrations portrayed the E Cat working on computers, tablets, and smartphones, showing both harmful positions as well as proper positions when using these devices. The cards also illustrated good practices when working with these devices: taking regular breaks from electronics, turning your eyes away from screens at regular intervals to focus on something at a distance, and stretching regularly. Bold, contrasting colors and header fonts were used throughout the graphic design of these cards to keep the kids engaged as they read information that would help them support their own ergonomic health.
The final E-Tips cards were reviewed and approved by Ms. Chapman and Johnson & Johnson. DDA printed the initial batch for Johnson & Johnson's pilot campaign, and the project was warmly received.