Participants were asked to respond creatively to the statement:
“More men have heart attacks than women but more women die from heart attacks or cardiac arrests.” (Source: First Aid Training Course, 2025)
The challenge encouraged students to explore why this gender disparity exists. Could it be that women often fail to recognise symptoms, deprioritise their own health, or hesitate to seek help? Are bystanders less likely to administer CPR effectively on women? Or does the issue stem from a wider lack of first-aid knowledge, reluctance to intervene, or a research gap in women’s cardiovascular health?
Students were invited to raise awareness, empower women to take symptoms seriously, encourage effective CPR for all, and highlight the need for more research and education to close the gender gap in cardiac outcomes.
The competition offered three monetary prizes - £200, £150 and £50 - and was judged by a panel of experienced designers and first-aid professionals: Dan Hatfield, previous winner of the 2024 Anti-Knife Campaign competition; Karen Martin, First Aid Trainer at Loughborough University and across the East Midlands; Jess Shaw, Loughborough Alumni and Designer at Runna; Georgia Smith, Loughborough Alumni and Visual Designer at IBM; Kaia Sadohara, Loughborough Alumni and Designer at Hundred Studios; and Helen Nowell, University Teacher in Graphic Design at SDCA.
The judges praised the high standard of submissions, noting the creativity, research depth and thoughtful communication strategies demonstrated across the board. A feedback session is planned for participating students later this semester.
Among the impressive entries, three students were awarded prizes for their outstanding work:
1st Place – Didi Russell-Smith (£200)
Supported by Emily Keightley, Associate Pro-Vice Chancellor of Vibrant and Inclusive Communities.
Didi produced a compelling double-sided poster and leaflet, combining strong copywriting, empathetic audience insight, and well-researched content. Her work showcased a sophisticated blend of illustration, storytelling, and software skills. The judges commended her thoughtful structuring of information across the poster (A side) and leaflet (B side), as well as the clarity and emotional resonance of her visual narrative.
2nd Place – Joe Jackson (£150)
Awarded by SDCA.
Joseph’s memorable campaign stood out for its unconventional approach and strategic placement. Drawing on research from Henry Ford Health (Radjef, 2025), he targeted women aged 30+, who are statistically more likely to dismiss heart attack symptoms. His guerrilla advertising concept - stickers placed in restrooms - ensured high visibility among his intended audience. Judges praised his boldness in “resisting the usual” and crafting a campaign that meets people where they are.
3rd Place – Alyssa Garner (£50)
Alyssa impressed the panel with her imaginative, hands-on approach. She designed an educational board game that teaches players about the differences in heart attack symptoms between men and women. The game’s interactive nature fosters curiosity, empathy, and social engagement, making learning both accessible and enjoyable. Her passion for physical artefacts and playful design was evident throughout.
All three winners submitted detailed pitch documents demonstrating substantial research and thoughtful design rationale.
A huge thank you to every student who took part in this important competition. Your creativity and commitment to raising awareness of women’s heart health made judging both inspiring and challenging.
Congratulations once again to Didi Russell-Smith, Joseph Jackson, and Alyssa Garner for their exceptional work.