Annual Report: British Heart Foundation

The heart disease charity wanted to create an annual review that people could take out and read easily on the tube

British Heart Foundation
British Heart Foundation

Organisation: British Heart Foundation

Agency: NB Studios

Spend: £45,000

Format and audience

This annual review is the size of a travelcard, with financial information, graphs, pie-charts and a letter from the chief executive included in a fold-up booklet in a wallet.

According to the British Heart Foundation, the idea was to create an annual review that people could take out and read easily on the tube or the train. Initially, 30,000 copies were printed, but the BHF will print more if necessary - last year, about 50,000 copies of the annual review were produced. The BHF made the information as concise as possible in order to make the review as accessible to as many people as possible.

Design and content

The wallet comes in four designs, one of which shows a zebra fish - the BHF is carrying out research into zebra fish because their hearts are able to regenerate. The wallet includes a magnet with the BHF helpline number and a voucher offering 10 per cent off at the online shop. The review includes information on the sources of the charity's income as well details of how it is spent.

Costs and practicalities

The total cost, including printing and design, was about £45,000. The BHF briefed NB Studios to make the review as portable as possible - the agency came back with several ideas and the travelcard-style design was the overwhelming favourite.

What's distinctive about it?

The travelcard design means that the review can easily be slipped into a pocket and read anywhere - it also gives it a very accessible feel.

The British Heart Foundation says: "We wanted to get the review to as many people as possible, especially those who do not have the time or inclination to pick up a weighty document."

Design: 5
Readability: 4
Content: 4
Transparency: 4

Total: 17 out of 20

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