HFMA
A manifesto for the trade body representing around 125 natural-health-product businesses, built alongside the public affairs team, and turned from a set of statistics into something members and stakeholders would actually read.
Objective
The HFMA represents around 125 businesses that manufacture and supply natural health products across the UK. The work was commissioned to develop its 2020 manifesto, the document that would carry the association's positions into the year ahead.
The problem with a manifesto is that its arguments arrive as policy positions and statistics, and its audience is members, stakeholders and the people who influence them. Something has to translate.
Creative response
The work was the infographic.
- Public affairs first, not downstream. The digital and design team worked with the public affairs team rather than being handed finished copy.
- A jointly developed narrative. The initial narrative was built with the HFMA, before any design work began.
- Statistics designed second. Only once the narrative was settled were the statistics designed into more accessible materials.
- Three formats from one argument, a report, infographics and online content.
- Distributed across print, online and social to members and stakeholders.
Results
~125, businesses in the membership the manifesto speaks for
ADOPTED, now part of the association's campaign and brand materials
The ~125 businesses figure is context, the size of the membership, not a result of the work.
The work
