So let's consider the brief: tell everyone what they need to know about a possible flu pandemic. Convey its serious nature without causing panic. The audience's first language might not be English and many are not all that bright. Oh and can you have it ready for morning?
I have to admit, when I first picked up the leaflet, I found the cover image disturbing. The copy was easy to understand but a bit heavy, and a few more visuals wouldn't have gone amiss. However, this needs to be effective not pretty, so ...
Did I read it? (Tick.) Will I keep it? (Tick.) Am I reassured? (Tick.) Will I buy tissues, wash my hands more and stop sneezing in lifts? (Tick.)
Getting this message out is the real achievement. A confusion of government bodies came together to deliver clear information to the whole of the UK, faster than a virus can mutate.
It's no silk purse, but that's not always what's needed.
Agency: DDB London.