Craigie Horsfield – Susan Smith

Susan Smith

Susan Smith

NHS Advert

This a great image, it focuses on textures, detail and cropping which all compliment the image in a way that allows you to connect with Susan on a personal level. The simple black and white tones bring out the light and solemn expression in her face.

This would indicate sadness in her life, perhaps she is deep in thought. I believe this art piece can be related to portions of Enigma’s “Age Of Loneliness” music video;


Screen Shot 2014-09-17 at 17.07.27

A similar concept of a the side of the of the face, with grave looks upon their faces throughout the video, the lyrics;

“Carly don’t be sad,

Life is crazy,

Life is mad,

Don’t be afraid,

Carly Don’t be sad,

That’s your destiny,

The only chance,

Take it, take it in your hands”

Can be taken in a way they are reflecting upon life, In a sense that we all have our own path to follow. If to manipulate the image in such a way to take full advantage of what I have just discussed, you could quite easily use the image to promote the fact you don’t need to be lonely in later life. This is an issue that effects over 51% of all people over 75 in England ( I have created a mockup of how this image can be used by the NHS to help loneliness in the older generation.

Susan Smith Edit

Susan Smith Edit

I visually used current NHS adverts ( make sure my mockup was in the line of current style of their marketing. Taking cues from the layout of the text, the style they write in and the general theme.

Stop Smoking

Stop Smoking

NHS Advert

Notice the box at the bottom containing text just like the NHS advert along with the caption “What have you got to lose?”. Where the content of the images in the current NHS adverts show happy families enjoying the benefits of ‘not smoking’, my advert would relate to the viewer should they be lonely, enticing them to want to do something about being lonely. I also made the decision to keep the bottom box black rather than blue as the original image was in black & white and the new adverts seem to be more cheerful were as I was trying to aim to emphasise the loneliness of the woman.


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