The Postcard Prevention Pack is a postcard sized foldout booklet containing a simple fall self assessment tool and pragmatic guidance on fall prevention. At the back of each pack is a tear off postcard on which an older person writes the address of a friend and a short message. The postcard is sent to Postcard Prevention HQ and triggers the sending of a new postcard pack to the friend's address. The original postcard and message is copied on to the front of the new postcard pack to give a personal touch.
The Power of Social
We are more likely to engage with information that has come from someone we know and trust. The Postcard Prevention Pack is sent between friends, family members and acquaintances. Displaying the message from the sender on the front of the pack increases engagement with the vital information contained within it. The tear off postcard at the back of the pack also creates the opportunity for the pack to be sent on again and again - setting the scene for fall prevention to go viral.
Agency in Fall Prevention
We are more likely to implement changes if we understand and decide to make them ourselves. The Postcard Prevention Pack is specifically designed to give older people agency in the prevention of their own falls. The self assessment tool allows older people to explore and discover their own risk of falling. Fall prevention information will be pragmatic and framed to encourage older people to take action themselves: "What extra exercise could you include in your daily routine from tomorrow?" rather than "Contact a physiotherapist to discuss exercises that increase strength"
Simple and Intuitive
The design of the pack is simple and intuitive to reduce the complexity of fall prevention for the reader. The pack is in a concertina shape with self assessment questions and fall prevention information for key areas, such as mobility, environment, footwear, etc, each having a double page spread to themselves.
The Postcard Prevention Packs open up a marketing channel for brands seeking to target an older population; such as healthcare brands or other age related services. Sponsorship of the packs will be an important route for gaining the funding and publicity to make the packs a long term success. The packs could even be run in periodic campaigns - different sponsors would support campaigns as their marketing goals align with the opportunity to engage the older population offered by the packs.