Care to Play?

BRANDING & GRAPHIC DESIGN

Care to Play? is a mobile quiz website that aims to raise public awareness on Advance Care Planning (ACP). By providing a fun and interactive platform to introduce ACP to our audience, we hope to normalise conversations surrounding end-of-life plans and encourage people to start preparing for their ACP early.

Care to Play? is one of the winning projects from the NUS Resilience & Growth Innovation Challenge 2020. Each team was given $50,000 to develop their solution and bring it to life.

View the quiz website here (for mobile only): https://caretoplay.sg/

NUS Resilience and Growth (R&G) Innovation Challenge (2021)

Designed with Jaycelyn Ye and Nghiem Si Phuoc

PROJECT OVERVIEW

ROLE/SCOPE

Graphic design & illustration, 2D animation, branding, digital marketing

DURATION

6 months (Sep 2020 - Feb 2021)

SOFTWARES

Illustrator, After Effects, Figma

background

ADVANCE CARE PLANNING (ACP)

Advance Care Planning (ACP) is a series of conversations where one plans for their future health and personal care. This involves reflecting on your personal values, beliefs and preferences. In the event that an individual is incapable of making decisions on their own, their ACP will aid their loved ones and medical team in ensuring that their healthcare wishes are met.

HOW CARE TO PLAY? (CTP) WORKS

Care to Play? (CTP) comprises 9 questions which were adapted from material in current ACP workbooks. They are crafted to guide users to reflect upon ACP related topics in 3 progressive stages: Casual, Intimate and Critical.

The quiz operates on a partner basis. The first user sets up the quiz by selecting their answer to each question. They are also able to change and customise the quiz answers. After they have completed the quiz, they will send their unique quiz link to their partner who has to guess the correct answers.

Partner 1 sets-up the quiz with their preferred answers

Partner 2 guesses Partner 1's answers

DESIGN PROCESS

BRAND STRATEGY

Care to Play? has several key objectives. Primarily, we wanted to educate and raise awareness about ACP as well as encourage people to do their ACP.

We decided to focus on youths and young adults because:

They are generally more open-minded

Especially towards sensitive topics such as death.

Life is unpredictable

A reminder to complete their ACP as early as possible to prepare for unforeseen circumstances.

With our target audience in mind, we wanted to ensure that our brand identity is friendly, appealing and relatable. As ACP can be a fairly somber topic to discuss, we ultimately sought to lower the barriers by injecting some fun and positivity.

Pastel tones together with brighter accents were selected to convey a sense of delight and light-heartedness, shedding the association of ACP with hospitals and making it more approachable to the young and healthy.

CHARACTER DESIGN AND ILLUSTRATIONS

To complement the quiz and help the users to stay engaged, we decided to include a series of character illustrations that would accompany each question. These characters would also be used in our Instagram content post designs as part of our awareness campaign. Therefore, it was important to establish a visual language that was consistent with the message that we wanted to communicate.

The team explored different styles ranging from human characters to abstract shapes, ultimately deciding that somewhere in-between would be the sweet spot. Balancing between simple forms and human-like qualities, I explored various combinations of shape and colours to create 6 unique characters.

These characters were designed to embody diversity and communicate playfulness that aligned well with our desired brand identity.

ANIMATIONS

Each question in the quiz presents a particular scenario for the user to reflect upon. Together with the character designs, I developed animations illustrating these scenarios to further enhance the quiz experience and make it more immersive.

AWARENESS CAMPAIGN

PLANNING

After the development of the mobile website was complete, the team ran a publicity campaign on social media to promote it. Our initiatives consisted of hosting a series of giveaways, generating educational content as well as sparking conversations about ACP through close interaction with our followers.

Prior to the launch of Care to Play?, we focused on building interest and curiosity in our page. We started off by posting educational content, providing a quick introduction to our project, what ACP is all about, as well as facts about ACP. Our aim was to do so in a manner that was more light-hearted and easy to digest, to better appeal to people who perhaps have never heard about this topic before.

Some of the questions that we posed to our followers include:

When was the happiest moment in your life?
If I could go back in time, what would I change?
If the plan I am in is going to crash, who and what comes to my mind?
What do you think about “death” and “dying”?
What is your mission or purpose in life?
If I only had one day left to live, what would I do?

CARE TO PLAY? GOES LIVE

On the 15th of January 2021, the Care to Play? mobile quiz website went live. The launch of Care to Play? also marked the start of our giveaway events that would run for a month.

RESPONSE & FEEDBACK

With the collection of answers from our audience in each giveaway post, this gave us a good gauge on the progress of our campaign through the feedback obtained.

Additionally, we also received opportunities to partner with the Public Service Division (Prime Minister’s Office), Agency of Integrated Care (AIC), as well as a local Youtuber which allowed us to not only reach out to a wider audience but receive endorsements from established organisations. By the end of our 36-day campaign, we had garnered more than 1.6 million impressions through our Instagram page and over 19,000 site visits to our web app.

LEARNINGS

Care to Play? marked my first foray into digital marketing and planning an awareness campaign. It was not easy trying to constantly come up with new content ideas and keep our audience engaged. Additionally, although the giveaways were effective in attracting new followers, it is definitely not a sustainable long-term solution.

As the main goal of our campaign was to raise awareness about ACP, it became a challenge to measure its success of and whether our audience had actually learned something from our initiative. Through close interaction with our followers, we could create a space whereby there are open discussions about the topic and to hear their opinions. A possible next step for this project would be to encourage more ACP sign-up rates.

LONG-TERM SUSTAINABILITY

MEASURING SUCCESS

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