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 optimistic, reassuring and ultimately, empowering for the user by reiterating how individuals have the power over their health choices. I created a call to action to serve 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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