Macular Society 

Client: The Macular Society
Studio: TiRA
Role: Design research

The Macular Society commissioned TiRA to deliver an online campaign that raised awareness of age-related macular degeneration amongst 11-14 year olds. My role was design researcher. The focus of our research was; how can we get young people to care about a condition that won’t happen to them until they are older? 

The research involved in-depth interviews with people living with macular and workshops with11-14 year olds. The workshops used drawing to uncover how the target audience engaged with learning about the disease. We captured the research and insights gathered from it in a book, which informed the strategy and creative direction of the Is It Real? campaign that launched in 2014.