Dyson creative brief
A two-week creative partneship challenge collaboration in groups, briefed by Dyson creative team and Dotplot - the UK winner and international top 20 of the James Dyson Award. Group members: Ben Charman, Ethan Weinert and Alice Daniell. Dyson creative team: Chris Roberts, Lola Martin, Harriet Yea. Dotplot: Shefali Bohra.
The problem
Breast cancer is often not detected early enough. Breast cancer is the world's most prevalent cancer and can affect women and men at any age after puberty. When left unchecked, cancerous cells grow to form tumours and those tumours can spread throughout the body and become fatal. Early detection of breast cancer can improve survival rates by 99%. Breast self-examination is an important first step in discovering any abnormalities. Unfortunately, it's not common enough. There is a lack of awareness for monitoring breast health regularly. Secondly, there isn't enough education surrounding how to self-check breast properly.
The solution
Dotplot
Dotplot has created the world's first at-home breast health monitoring device which enables users to measure and document changes and abnormalities in breast tissue density every month.
It's a handheld device paired with a mobile app that addresses the confusion surrounding self-checks.
The app provides timely notifications on when to scan, with real-time guidance on how to do it and accurate readings compiled into a report that can be shared with healthcare professionals.
Creative brief
Develop a visual identity for Dotplot's breast health device. As this is an invention, name the product and the product classification.
Demonstrate the identity across a range of touchpoints.
Consider the best way to activate the messaging across different locations and channels, including the following:
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Product packaging
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User instructions
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Social media campaign
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Dotplot app, including a report page that provides a summary of the monthly scans
Product information
Patent pending technology, which offers a handheld device that pairs with Dotplot’s mobile application to help women perform seamless breast self-check every month. The app uses menstrual cycle details to predict and remind the users for their self-checks. They personalise the self-check by creating a 3D model of their anterior chest and offer real-time guidance. It is able to generate a report that highlights any concerning changes to easily communicate with the a healthcare professional.
Our audience
Demographic: Young adults 18-25
As a group collaboration, we decided that we wanted to aim our campaign towards young adults, as we collectively felt that there is a lack of awareness and knowledge on how to self-check your breasts.
Group members: Ethan Weinert, Ben Charman and Alice Daniell.
Our campaign message
Based on the age group that we wanted to target, we wanted a message that would speak volumes to our demographic. We based our campaign message on the idea of completing a routine to complete fulfilment, which is where our product name drew inspiration from. Ome refers back to Greek origin meaning wholeness or completion. We believe that for a self-care routine to be fully fulfilled, that by using this breast health monitor device would ensure your full self-care routine would then be complete.
What is an "everything shower" and why is this relevant to our campaign message?
The "everything shower" concept is exactly what it sounds like. It is a head-to-toe shower ritual that covers pretty much everything. This routine covers the basics of body and hair cleansing to exfoliation, deep treatments and even skincare after this ritual.
The "everything shower" concept is commonly known amongst our user group. We wanted to incorporate this idea of it being called "an everything shower", yet not "everything" is being covered in this routine if the individual isn't self-checking with this new breast health monitor.