Visual Dosage Instructions: Cunning Responds To PSFK Future Of Health Report

Visual Dosage Instructions: Cunning Responds To PSFK Future Of Health Report

Research conducted in Kutch, India, between 2007 and 2008 suggests that visual dosage instructions may improve instruction comprehension and adherence among patients with low literacy.

Scott Mioduszewski
  • 3 august 2010

04 foh cunning concepts

Visual Dosage Instructions- Cunning Responds To PSFK Future Of Health Report

Visual Dosage Instructions By Local Artists

Recruit local artists to design drug packaging using pictograms to illustrate instructions and dosage information.

Research conducted in Kutch, India, between 2007 and 2008 suggests that visual dosage instructions may improve instruction comprehension and adherence among patients with low literacy. Moreover, locally-developed pictograms proved more effective than standardized, non-local visual vocabulary.

A campaign to create distinct visual drug packaging for local communities could follow the model of the Federal Art Project (FAP), the visual arts arm of the Great Depression-era Work Progress Administration. The FAP hired over 5,000 artists to create posters, murals and paintings. The program provided funding for over 200,000 separate works of art created between 1935 and 1943.


“Use of a pictorial medication labeling system to improve comprehension of drug information and adherence to drug regimen: A randomized trial among pregnant women in a rural maternal and child health clinic in Kutch, India.”
Anjali Dotson, April, 28, 2009.

PSFK’s Future of Health Report shines a light on innovation occurring within the health and wellness space around the world. This document brings together both literal and lateral inspiration to provide a framework within which businesses can begin to contemplate the issues facing UNICEF and community health workers. These issues include limited resources, technological constraints, lack of health education, and limited access to timely and relevant health and wellness information.

In an effort to start this exciting conversation, PSFK challenged advertising and design agencies from around the world to react to the Future of Health report. They were tasked with developing concepts in the form of products, services or communications that addressed one or more of the needs set forth by UNICEF. The end result of this initial phase of ideation is more than 40 innovative concepts.

The following ideas are from Cunning Communications. The agency has responded with five ideas; two services and three concepts. The full response is available for download on request here.

PSFK presents the Future Of Health Report for UNICEF


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