At PacificSource, the Medicaid team needed to share regional resources for parents in the Central Oregon area, but also wanted to encourage Medicaid members to take their kids to the doctor. The inclusion of a required section of 18-point text in several languages added yet a third topic to be communicated. The design challenge was to create a hierarchy of messaging. The writer and I decided that the engaging photo and compelling teaser on the outside—subtly promoting health for kids and adults—was a soft entry point to teach and promote (instead of sell). For the design, I broke the three topics into distinct sections and used the contrast to guide the reader.
This piece was the template for three other regional mailers for Oregon, and then each was translated into six languages. (Low English comprehension within this audience was also a factor considered in the writing, image choices, and design.)
Ann Hammer 