ReSPECT campaign

NHS ENGLAND | ZPB Associates

ReSPECT (Recommended Summary Plan for Emergency Care and Treatment) is a process that creates personalised recommendations for a person’s clinical care in a future emergency in which they are unable to make or express choices.

I wanted this sensitive subject to be optimistc, reassuring and ultimately empowering for the user; individuals have the power over the health choices that are presented to them. The call to action acts as a reminder that making decisions about end of life or emergency care is in the ‘normal’ order of things, and part of the same decision making process acted on throughout their lives.

Using hand-modified lettering for the logo mark lends warmth and humanity, whilst balanced with the use of uppercase, maintains a dignified authority appropriate to the serious subject.

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