Dementia-friendly cinema – a marketing campaign for Tyneside Cinema with TICE students
Image courtesy of This is Creative Enterprise
As part of my role as the creative writing mentor for CIC, This is Creative Enterprise, I’m asked to develop a programme for school children to work on that gives them a taste of the creative industries.
This summer, I asked my client, wayfinding and signage specialist Sarah Phillips from Picto Signs Ltd to introduce 17 students from two North East schools to the principles of wayfinding. The students then worked to a live brief, set by Newcastle marketing agency Crystallised, to promote the dementia-friendly screenings at the Grade II listed Tyneside Cinema in Newcastle.
Working alongside the Dementia Friends team from the Baltic Centre for Contemporary Art, the Professor of Cultural Gerontology at Newcastle University Andrew Newman, Laura Rothwell from Crystallised and the Tyneside Cinema team, Sarah also introduced Stirling University’s Dementia Services Development Centre (DSDC) guidelines for dementia-friendly signage and touched upon the opportunities the guidelines present for public buildings like the Tyneside Cinema.
Using extracts from the DSDC’s ‘Good Practice in Design for Dementia and Sight Loss’, the students conducted an assessment of three critical areas of the cinema building – the Café Bar, entrance hall, and toilets. This has been collated into a 70-page research report, which we have shared with professionals and academics at the University of Stirling’s Dementia Services Development Centre.
Download the report here: https://thisiscreativeenterprise.com/wp-content/uploads/2019/11/Dementia-Design-Report-Picto.pdf