We would like the site to project the seriousness and likelihood of significant, life altering injury from a fall, without leveraging fear and scare tactics. We would like the site to leverage color and be uplifting in the celebration of a life without a fall, rather than the consequences of life after a fall.
We feel like we have to be very careful with the use of stock photography because of what we feel is a likelihood of our target audience to “disassociate” themselves from it. For example, using a very well done photograph of a grey haired, 85 year old, has the likelihood of making our target person feel (and say to themselves), well that person is “old”, that’s not me, even if they themselves are 79 years old. The natural feeling of not wanting to be that person, and not wanting to age often will subconsciously reject the message as “this is not for me”.
We’re looking for a design that actively uses illustration in order to avoid the disassociation impact mentioned above. It can have a whimsical and fun nature, but should be careful as to not become juvenile or too elementary. It needs to be acceptable to middle aged adults and above, and project the seriousness of the challenge, and the opportunity to avoid a bad situation.
It is our goal in a future phase of the project to add customizable, personal media such as email messages, social media memes, printable posters, etc. with the face of the person on them. For example http://www.JibJab.com