The first designs in illustrator were the poster designs, I followed each sketch but felt the designs weren't strong enough to stand alone. For example the poster to the far right uses the paste over concept but the addition of type to the poster wouldn't make this a more powerful poster to protest ageism. I felt each poster had potential but not as single forms of posters, so I decided to adapt them to the concept. The poster to the far left shows each design layered on top of each other following the idea of a protest against ideals that are not representative of the old age.
I moved onto developing this idea further by layering each paper size in hierarchy. The unusual layout catches attention with the repetition immediately having an impact on the viewer. The A3 layer makes it instantly intelligible by stating the issue while the A4 layer plays with the labels used against old people. Lastly an A5 layer shows the symbol of the campaign which symbolises to stop the stereotypes and labels. I experimented with the layout of the poster but during this process I realised that no set layout should be decided upon. As the underlying concept is a civilian protest against ideals that are not representative of the old age, it is down to the public to depict the poster in a way they want. Therefore for distribution the poster can have a number of alterations, with people depicting it the way they want. Every time you'd see the poster on either a billboard or bus stop the layout would differ, this would catch the audiences eye and aim to intrigue.
Below is an example of the poster in flat form with the addition of the Age UK logo.
The second idea for the poster was inspired by the A4 print within the first poster, in which it states what old are not. This variation expands on the original idea by showing old people have experience but still seek it. I wanted this poster to simple yet have an impact, therefore I deemed type the best solution and experimented with a number of variations to see which communicates the idea. The three alternatives ideas above aim to further instil the the way we look upon the elderly to change using cross out, overlaid type and asterisks to help correct these labels.
In the end I decided upon using the cross out and blue type for the correction of labels as from feedback peers believed this was most clear but also aesthetically more pleasing than the others. Other additions included the logo and page turn but also body copy to inform the viewer of the issue. The body copy is as follows : 'As the ageing population of the UK increases, the way we look upon the elderly also rapidly changes. Once looked upon as a source of wisdom and respect, the elderly are presently viewed as weak and useless to many. Society is failing to value and harness older peoples knowledge and experience, so we need to tackle ageism that fuels suspicions and stereotyping across generations. Everyone would benefit if we created a Britain that is truly fit for all ages'
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