A key aim for these works was to demystify the process of taking x-ray images and explain to patients the science behind the process in workshops with the equipment. Staff and the public were involved in bringing interest objects and revealing their structure or content by using x-rays with a qualified radiographer. The children particularly enjoyed the workshop process, seeing science being brought alive and learning with their parents seemed a mutually beneficial and fun experience. 95% of participants from the workshops said they would be interested in using the Radiology equipment again and had enjoyed the opportunity.
From these sessions we were able to collect data from the groups about what they wanted in terms of information from leaflets and staff they may meet. It was good to collect this data on their concerns in order to develop effective communication, and to combat their fears as much as possible. It is important to create (wherever possible) positive experiences within the hospital environment to reduce stress for further visits if required.
Consultant for Ridley Scott Associates (RSA)
Commission from Margo Mars, RSA to collate/create reference x-rays for the production of this advert for Ford.
I was sent this morning the directors version of 'True Beauty' - It is interesting to see the differences - I certainly prefer the Director version especially with the 'reveal' of the car at the end and the detail of the zebra.
New Ford Mondeo ad campaign from The Blue Hive (Ogilvy, Wunderman and Mindshare)
Title: Ford Mondeo ‘True Beauty’
Director: Carl Erik Rinsch
Production Company: RSA Films
Producer: Margo Mars
X-ray Consultant: Hugh Turvey