Deborah Garfen – Portfolio for UEL

DEBORAH GARFENdesigner

For two consecutive years, I have led on the design and production for Marrow, Anthony Nolan’s student network comprising of 48 groups across the country.

I developed a new suite of marketing materials including guides, posters, banners, stamps, clothing and social media graphics.

These materials help Marrow groups recruit fellow students to Anthony Nolan’s bone marrow register, and draw attention when fundraising.

anthony nolan: MARROW student materials DEBORAH GARFEN

I set up and continue to curate ‘What’s New?’, an e-newsletter that has over 1,500 subscribers and an average open rate of 28%, 5% higher than the industry standard.The e-newsletter is also optimised for mobile and tablets.


In May 2014, Leeds Marrow entered a Spotify competition to win £10,000 for Anthony Nolan. Alongside a copywriter, I created an e-newsletter and graphics for social media in support of the student group.

The graphics borrow from Spotify’s visual language, and feature lyrics from some of the songs on the playlist.


I was creative lead on The Way Back to Work report, which examines the challenges faced by transplant patients on returning to work.

I liaised with photographers to ensure their work was in-keeping with Anthony Nolan’s brand guidelines, and enhanced the photographs in post-production using Adobe Photoshop.

I collaborated with the Policy and Public Affairs, Patient and Copy teams to develop a detailed report that is available in both print and digital formats.

anthony nolan: the way back to work report DEBORAH GARFEN

1 THE WAY BACK TO WORK

THE WAY BACK TO WORKEnsuring every patient has the support they need to return to work after a bone marrow transplant.

February 2015

Anthony NT The Way Back To Work 40pp.indd 1 17/02/2015 17:24

anthony nolan: the way back to work report DEBORAH GARFEN


Existing research showed that returning to work is linked with patient survival, engraftment and success of the transplant.4

Of the 87% (n=105) of survey respondents who had been in paid work before their transplant, 50.5% had returned to work at the time of the survey. The rate increased with time elapsed since their transplant. In our research, transplant patients who returned to work said it was an important part of helping them to feel ‘normal’ and our survey found that those who had returned to work scored higher on health and wellbeing scales.

RETURNING TO PAID WORK

Of the 121 survey respondents, 105 (87%) stated that they had been in paid work5 before their transplant. Fewer respondents reported that they were currently in paid employment at the time of the survey, with 56 (46%) in any paid work (p=0.03). Of the 56 who were currently in paid work, 53 had previously been in paid work before their transplant, reflecting a 50.5% ‘return-to-work’ rate.

1. THE VALUE OF RETURNING TO WORK

OUR SURVEY FOUND THE FOLLOWING RETURN-TO-WORK RATES

In paid work Not in paid work<One year 18% 82%One-three years 54% 46%Three years + 60% 40%Overall 51% 49%

The return-to-work rate within one year of a bone marrow transplant (18%) is considerably lower when compared to a Finnish study, which found that 66% of patients were back at work.6 Furthermore, our return-to-work rate in patients within one to three years post-transplant (54%) was far lower than what has been reported in other international studies; the same Finnish study found rates of 76% and 74% for one and two years post-transplant respectively,7 and an Australian study found a return-to-work rate of 70% for two years post-transplant.8 9

These differences might be due to different sample characteristics, such as a range of ages, types of treatments, or diagnosis. Alternatively, they could be the product of societal differences, such as access to financial support. However, the significant differences in return-to-work rates highlight the need to ensure that people having bone marrow transplants in the UK receive the same support and opportunities in returning to work as in other countries.

Additionally, the return-to-work rates in our respondents were much lower when compared to a study in the Netherlands on people who have received other types of organ transplants and treatments for cancer:

RETURN-TO-WORK RATES, ONE TO THREE YEARS AFTER TRANSPLANT10

Our respondents 54%All cancers combined 69%Lung cancer 41%Genital cancer 85%Skin cancer 68%Blood malignancies 68%

This further highlights the long-term impact of bone marrow transplants on returning to work, which is specific to this type of transplant. This also stresses the importance of further research with this specific patient group.

46%

13%

Before transplant

54%

87%

In paid work

After transplant

Out of paid work

PAID WORK



‘ Going back to work means returning to your ‘home group’. It meant returning to the camaraderie of people I’ve worked alongside for many years.’Crispin, stem cell recipient and Post Office worker


Over the course of a year, I managed the entire creative suite of 2014 London Marathon materials, of which Anthony Nolan were the official charity.

I developed materials with a strong sense of passion, understanding and team support.

The project demonstrates my ability to collaborate with different departments – in this case, Fundraising, Copywriting and Digital – to produce a collection of materials with a consistent aesthetic.

anthony nolan: 2014 london marathon DEBORAH GARFEN

anthony nolan: 2014 london marathon DEBORAH GARFEN

anthony nolan: capes vs cancer DEBORAH GARFEN

I was head creative on Capes vs Cancer, a national campaign designed to raise awareness of our brand amongst UK MPs and engage supporters in our political activity.

To direct MPs to our interactive map which uses a national ranking to list the number of potential bone marrow donors by constituency, we sent them a cape and personalised mail-out. It also encouraged them to share a ‘superhero selfie’ on social media.

In September and October 2014, we extended the Capes vs Cancer theme to our Labour, Liberal Democrats and Conservative Party Conference stands, otherwise known as Superhero HQ.

To date, we’ve had over 14,500 visitors to our donor map and 94 MPs engaging with the campaign.

The project reflects my desire to create action, and my ability to collaborate with different departments – in this case Policy and Public Affairs, Digital and Copy – to create successful, creative campaigns.

anthony nolan: capes vs cancer DEBORAH GARFEN

Header copy: QuicksandBody copy: Cambria

Caring for you

I directed a team of creatives to developed a brand with strong values of optimism, compassion and approachability.

The design is based on the theme of calming nature. The background image changes based on the time of day – morning, noon and night – to reinforce the brand’s adaptability to its audience.

the bereavement trust: rebranding project DEBORAH GARFEN

the bereavement trust: rebranding project DEBORAH GARFEN

In association with Keep Britain Tidy and the London 2012 Olympics, the aim of Bin it Together is to inspire London communities to look after their local environment during the Olympic period and beyond.

I developed a campaign concept that focusses on pride, humour and team spirit to elicit positive action from its audience.

bin it together: integrated marketing campaign DEBORAH GARFEN

bin it together: integrated marketing campaign DEBORAH GARFEN

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Deborah Garfen – Portfolio for UEL

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