Tools: InDesign, Illustrator

Keep Dancing

An ‘NHS’ campaign encouraging elderly women to get involved in dance, in collaboration with ‘Strictly Come Dancing.' Inspired by Live to 100: Secrets of the Blue Zone docuseries and 70s design.

Publication Design - Branding - Illustration

Problem

Only 43% of people over the age of 74 are physically active in the UK, with women being less physically active than men.

Catering towards this group is vital to ensure their healthy years of life can be increased.

Insight

People aged 75+ watch 5 hours 48 minutes of TV a day on average, with Strictly Come Dancing being one of the most popular reality shows among elderly women.

Harnessing the glitz, glamour and fun of Strictly Come Dancing to make dance accessible and appealing to elderly women could aid combatting inactivity.

Solution

'Keep Dancing' is a campaign launched by the NHS in collaboration with Strictly Come Dancing, sending information packs to elderly women, teaching them basic dance moves and offering a range of fun, sociable dance classes in their local area. This will help women aged 75 and over to have easy access to resources for dance.