ABOUT

We all poo. Yet for up to an estimated one-million-people worldwide living with a stoma, it remains a taboo subject that many refuse to discuss with even healthcare professionals. Consequently, many ostomates and their families live lives overshadowed and limited by the myths and misunderstandings peddled on social media as scientific fact – unaware of the quality of life they can enjoy.

Challenge
TG Eakin has been improving the lives of ostomates since 1972 and is today one of the largest and most successful manufacturers of ostomy and stoma products in the world. Recognising that whilst technology and care in this area of healthcare has evolved, attitudes surrounding the subject have not. This has to change.

Solution
Inspired by countless stories of courage and positivity, A Bigger Life encapsulated the freedom and control over their own lives that so many ostomates had to share. Our mission was to provide a means by which this wealth of wisdom, warmth and positivity could be brought to those living with a condition that they allowed to isolate themselves.

Transcending the category clichés, ‘A Bigger Life’ presents a genuine alternative to the life limiting stigma so often attached to living with a stoma. A Bigger Life offers authentic advice from those who have been through the process and found new ways to live a life full of vigour and confidence.

The mantra we created in ‘A Bigger Life’ speaks for itself and acts as a motivational call to action for people when they hit those dark moments pre, and post-surgery. The deliberate human styling of the typography, coupled with a vibrant swatch of colours serves not only an ascetic purpose, but is designed to purposively help many of those who might be visually impaired to digest the important insights being shared by their fellow ostomates.

At the core of this engagement campaign is an authentic, ostomate-centric experience that is deliberately reflected in the clean layout, humanised tone and is deliberately created to reflect a genuine human experience.

Rooted in facilitating an authentic ostomate-centric experience, everything about the design is deliberately humanise the conversation and stimulate people to live 'A Bigger Life'.

Results
‘A Bigger Life’ launched in May 2016 as part of an integrated communications campaign purposed primarily with empowering ostomates and providing their families with clear answers to the questions many of them are too embarrassed to ask.

A secondary outcome facilitated by the deliberate disassociation of the TG Eakin brand was that ‘A Bigger Life’ provided healthcare professionals with a trusted source of knowledge and insight that could be shared with patients without breaching ethical or regulatory guidelines.

Mission Accomplished!