Northern Care Alliance NHS Foundation Trust

S.C.A.R.F – Staff Support Programme

01. The Client

The Northern Care Alliance (NCA) NHS Foundation Trust brings together staff and services, including health and social care, from Salford Royal NHS Foundation Trust and The Pennine Acute Hospitals NHS Trust.

With a collective, committed workforce of approximately 20,000 employees, the Trust places significant importance on ensuring positive staff wellbeing, both physically and mentally. NCA is conscious about looking after their staff to benefit individuals and subsequently drive delivery of consistent healthcare excellence for patients.

SCARF Binder





Stakeholder Engagment


Social Media Ads

02. The Brief

The Trust’s commitment to supporting their valued employees led to the development of the S.C.A.R.F programme; a wrap-around, bespoke health and wellbeing brand specifically for Northern Care Alliance staff. The SCARF model represents the programme’s 5 values – Support, Care, Assist, Recognise, Family.

NCA’s communications team had created a strong concept, but required Creativeworld’s strategic guidance to establish the brand. They chose our expert health marketing team to produce the visual identity for the S.C.A.R.F brand, as well as carry out stakeholder engagement for determining employee expectations and needs from S.C.A.R.F. This was essential to enable successful brand implementation and effectiveness.

The key objectives of S.C.A.R.F was to build staff resilience and provide support for managing challenges faced during the pandemic and beyond, creating an ongoing supportive and motivating working environment.

SCARF Poster
SCARF Poster

03. The Solution

The S.C.A.R.F target audience was the Trust’s employees, therefore, our starting point for bringing the brand to life was staff engagement. This strategic groundwork was paramount to develop a brand identity which would effectively resonate with the people it was aimed at.

This element of the project encompassed conducting focus groups with members of staff from all 4 hospitals in the group, to achieve holistic and representative insights. We presented the S.C.A.R.F concept and gathered feedback on what was most beneficial to them from a health and wellbeing programme; delivering a mixture of in-person and virtual sessions, including interviews and wider group discussions.

We subsequently collated all feedback and carried out analysis to present the key insights to NCA which would inform the visual brand identity development. As part of this, our health marketing team revealed the creative direction for S.C.A.R.F at NCA organised staff events, including testing of brand visual options, engaging further to determine employee preferences.

Ultimately, this strategic work informed the brand asset creation process, of which Creativeworld had the pleasure of delivering; providing the full 360 service, from strategic marketing research to the tactical brand tools NCA required to successfully launch S.C.A.R.F.

In this second stage of the project, we facilitated the design and print of various marketing tools for NCA

to implement the new brand. This included the binding and fulfilment of staff support pack folders, containing all key information for staff to access confidential help and support through S.C.A.R.F. In addition, we produced information leaflets, thank you cards for staff to show appreciation to one another, design of social media adverts and creation of the S.C.A.R.F wheel concept graphic to be used across all promotion channels and represent the wellbeing brand.

Thank you Card
SCARF Postcard

We are proud to work with an employer treating their team and their health and wellbeing as a top priority, and if your organisation requires support with staff engagement, or indeed any marketing or communications challenge, our expert team are always ready and happy to help – contact us here or call 01282 858200.

Recent Works

Our team have over 30 years experience in the health sector.