Sick

Women’s College Hospital

Poster

It was the classic example of communications that doesn’t work: a sign with a circle enclosing the word “fragrance” and a diagonal line running through it – the international symbol prohibiting some action or another. Underneath it ran a wall of text with lots of data about how perfume can make people sick. It’s no wonder people didn’t comply. So we developed a campaign that redefined how we normally think about perfume. In a glance, readers knew exactly what to do, and why. The campaign was so effective it was adopted by hospitals throughout Ontario.