The Research Associate studied the history of public health campaigns
in the UK and the background factors that influence the rates of
heart disease. She then worked closely with two social groups: Walsall
Walk On, a local walking group in a town with the second highest
rate of coronary heart disease in the West Midlands and where one
in five residents is clinically obese; and Keighley Women's Centre
in West Yorkshire, where a Walking Women initiative organising rural
and led walks is based in a large Asian community.
User observations, questionnaires and interviews with these groups
identified key communication needs. The Walsall group was interested
in a range of posters to prompt people to walk; walkers in Keighley
were generally daunted by the inaccessibility of maps, especially
if English was not their first language.
There followed a process of iterative graphic design development
informed by user feedback to create a poster campaign to act as
a trigger to encourage walking in the environment and a new system
of maps designed to lessen the fear of the unknown by use of such
devices as pictograms, time zones and timelines.