The red paper wallet annual report, which has been designed by BHF-rostered consultancy NB Studio, is emblazoned with three simple steps for carrying out hands-on CPR.
It references the BHF’s recent resuscitation campaign, which featured actor Vinnie Jones.
As well as providing the CPR instructions, the wallet also contains the BHF’s annual report, which has been designed as nine objects that might commonly be found in someone’s back pocket.
So, for example, a ‘receipt’ shows what the BHF has spent over the last year, a ‘train ticket’ provides details of the charity’s London to Brighton bike rides, and a ‘bank note’ shows the difference donations can make to the BHF.
NB Studio also developed online interactive content for the annual report, which can be seen at www.bhf.org.uk.
Louise Kyme, brand and design manager at the BHF, says, ‘Traditional annual reviews usually follow an A4 booklet format and are fairly long and weighty. But we approach our review from the opposite direction – thinking about how a heart patient, volunteer or supporter would want to hear our story.
‘We briefed our agency to throw the rulebook out and give us a creative solution that was interactive, relevant to our audiences and conveyed the impact of our life-saving work.
‘NB Studio did that and more – what could be more appropriate for a charity in need of vital funds than a life-saving wallet?’
Last year, NB Studio designed the BHF annual report as a pocket-sized document with an eight-page ‘wraparound’ leaflet.