Shame on Stanford Health Care

Description

This is a postcard from people fed up with how Stanford Health Care has handled the COVID outbreak. They are trying to get readers to engage with their website and send a message to help fix this problem.

There is a lot going on with this card and it is very dense. In subsequent sections, we will break down what is wrong with it and a few pros.

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Copywriting

This card should be able to cut out two thirds of the paragraph text and break it down into bullets. This is not a scannable card and most would put this down without a second thought.

The bottom portion of the card has good bullet points but the size of them is so small because of the amount and size of text else where on the card.

Design

Right away we can tell that there is way too much text on this card. It is jumbled all over the postcard without much rhyme or reason. There should be more white space so that the reader is not intimidated from the get go.

The news paper clipping at the top is a good component and the red blocks of text give this an urgent feeling but these pros are quickly negated by the sheer volume of text.

Offer

The offer on this card is at the very bottom in the red block arrow. This is a good size and color to get the readers attention but the placement should not be at the bottom.

This is relying on the reader to get through the entirety of the card, see the call to action, and then go to the website. They would be better off listing a few bullets about the issue and using a QR code to take them to their site.

Key Takeaways
  • Too much text will intimidate the reader, or will simply not engage them
  • Blocked and colorful text will help get the reader's attention
  • Make the offer as clear and easy to see as possible
Description

The back is colorful and offers a news clipping of a headline related to the issue. They make sure that the issue is further validated on this side of the card.

Copywriting

This copy is exponentially better than the front and could even replace it. The short headline and poster text combined with a two sentence testimonial really helps paint a picture of the issue.

Design

Right away we can tell that there is way too much text on this card. It is jumbled all over the postcard without much rhyme or reason. There should be more white space so that the reader is not intimidated from the get go.

The news paper clipping at the top is a good component and the red blocks of text give this an urgent feeling but these pros are quickly negated by the sheer volume of text.

Offer

There is no offer on the back at all. They instead chose to use quotes and evidence that this is a real issue.

While this is a good use of space, it would be much better if paired with an offer.

Key Takeaways
  • Too much text will intimidate the reader, or will simply not engage them
  • Blocked and colorful text will help get the reader's attention
  • Make the offer as clear and easy to see as possible
Copywriting:
D
Design:
D
Offer:
C
Final Grade:
C-
Copywriting:
B
Design:
B+
Offer:
D
Final Grade:
C-
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