I had been with Roz for about two hours in her home when I noticed there was kitchen roll in almost every room. The living room. Kitchen. Bedroom. By the mirror in the hallway. There was an umbrella stand by the front door with kitchen roll slid onto an umbrella handle.
We got in the car, and I started filming her driving to her tennis club.
Roz was in her late 60’s and had COPD (a chronic lung disease). While she was driving, she started coughing again and again for a long time. She reached for her handbag, pulled out a kitchen roll and collected sputum from her mouth and put it back in her handbag.
“It makes me feel disgusting” she said.
She wore tennis whites like her friends at the club. When the coughing symptom started again in front of them she couldn’t control it. That’s the worst part of the disease, she explained.
While everyone’s pulling harder from patterns on the web for inspiration, there are things you only see when you spend time in someone’s world.
If original ideas matter for your healthcare campaign this is where you find them. Sometimes it’s by noticing something as simple as kitchen roll all over the house.
Photo: A disposable object to us, a shame saver to Roz.
