Client partner: Newcastle University
Campaign: PMM branding and website (Paediatric Musculoskeletal Matters)
One of the most common chronic diseases in children is relatively unknown. Juvenile idiopathic arthritis (JIA) affects around 15,000 children and adolescents in the UK.
1 in 1000 children are diagnosed with the condition. This figure is generally considered to be on the low side and not fully representative of the scale of the problem. To put it in perspective, Type 1 diabetes affects 1 in 700-1000 people and Epilepsy 1 in 200-500 people.
The figure is likely to be inaccurate because JIA symptoms are complex and there can be a long gap between onset of symptoms and a conclusive diagnosis. This can lead to worse outcomes for those living with the condition, something that needs to change.
Signs of JIA can easily be blamed on something less serious, such as growing pains, overdoing it at the gym, or spending too long playing video games.
Higher awareness and more information among the medical community is a great place to start.
Our challenge was to develop an engaging resource that helps medical professionals (both practising and studying) understand and diagnose the symptoms of JIA to get help to people with the condition sooner.
The website presents a complex system for diagnosis in a user-friendly way, bringing vital clarity for doctors and patients alike. It’s sure to make a real difference.
Focus groups and website testing informed our development process, resulting in the intuitive experience vital for an accessible, useful resource.
We developed a modern, fresh brand to keep things simple. We wanted to avoid distracting from the content itself. Every aspect of the design was intended increase the likelihood of JIA being correctly diagnosed and ultimately improve treatment and the lives of many children. Focus groups and website testing were carried out to develop an intuitive experience.