Agency: MAKe Marketing
We didn’t think doctors were any more boring than regular people, but we did some research just in case. Surprise surprise. Physicians actually crave fun and relaxation, and they don’t really enjoy the dry and overly technical print materials that regularly get pushed their way.
The Continuing Professional Development unit for UBC’s Faculty of Medicine wanted to revise their annual course calendar. This calendar is mailed to every physician in British Columbia, and needs to cut through a sea of information to deliver only what is truly usable to busy physicians as they consider their yearly CPD commitment.
Using the concept of “Pearls of Wisdom,” a theme in the medical field, we made a significant departure from previous iterations of the course calendar. Using colourful icons and an infographic design that is seen more in art than in medicine, we created a calendar that was not only highly functional but also beautiful to frame—something you’d actually want to keep around the office.
The resulting course calendar was certainly a bit risky, but it made a bold and memorable statement, and had a newfound longevity.