The brief
Allkin wanted to explain anticipatory Grief in a simple way.
Amidst the ageing population and ageing-related diseases like dementia in Singapore, there was a rise in bereavement, and the loss of familiarity, especially with diseases like dementia. Allkin wanted to share the concept of why and how someone could grief before the loss, so as to better prepare themselves for the eventual passing of the person.
Beyond that, they had come up with a new brand guide that they wanted us to adhere strongly to, to maintain the refreshed brand.
How we did it
Well, we didn't just sit in tears together with the team, weeping the loss of their previous name - AMKFSC. We went ahead to do something fresh and enduring.
We took their brand guide, and conceptualised ideas that would blend their new, modern look, together with the need to build credibility with their well-research content.
We built out different faces and expressions for the characters, to make sure they resonated with the elderly, before we fleshed them out through the book.
We tested the initial 5 pages with them, and quickly adjusted based on their feedback.
The Results
They managed to even have a Minister at the book launch!
- 1The team launched the book at a World Mental Health Day Event in October 2024, and managed to get hundreds in the community to their event. They even managed to pass the book to hundreds of their target audience, the elderly, to eventually use the book.
- 2The event was even covered by the mainstream press, Straits Times, Singapore's biggest broadsheet.
- 3The Senior Minister of State for Health, Dr Janil, even appeared to grace the event.
