The client

Mindsmatter are a well-being service offering a range of free psychological therapies to people aged 16 and over in Lancashire. They are part of the nationwide Improving Access to Psychological Therapies (IAPT) service delivered by Lancashire and South Cumbria NHS Foundation Trust.

The brief

Mindsmatter approached Creativeworld to develop a marketing campaign to raise awareness, attract more GP referrals and improve communications through the networks.

Our solution

Working with a close team from across the region, we used stakeholder sessions to effectively co-create the campaign and the key messages.

Our initial stages were to set up a project group and within this group, we facilitated working sessions with staff, who then ran sessions to gather feedback from service users within their own communities.

From this, the creative was developed with several variations based on the initial feedback that was collated through the groups. These were then presented with the rationale for selecting each version.

The key messages and outcomes for the client were based on their sessions with the service users, this included; key messages, features, benefits, imagery, colours, tone of voice and the right contacts for each of the local areas.

The campaign featured social media graphics, posters and leaflets personalized to specific areas, along with fold-out cards, information leaflets and banners to be used in healthcare locations.

The client

Lancashire and South Cumbria NHS Foundation Trust is a long-standing, loyal client with Creativeworld. The Trust provides health and wellbeing services across the full county, which covers a population of approximately 1.8 million people. These services encompass community nursing, health visiting and a range of therapy areas, including healthy lifestyle, mental health, giving up smoking, services for young people and support for patients with learning disabilities.

Part of the Trust’s offering is ‘QuitSquad’ – a free, quit smoking service available to help anyone over the age of 12. This service provides guidance on the stop smoking products available and support on changing routines and behaviour, over a 12 week program. You can either self-refer or be referred via a GP and the service includes face-to-face visits from NHS professionals to ensure accountability and strengthen support for individuals where needed.

The brief

The Trust chose to work with Creativeworld once again to utilise our support in running an effective, regional quit smoking campaign; this follows the first phase of the campaign, alongside other successful health marketing and communication services we have provided the Trust with in the past, examples of which you can view HERE and HERE.

As QuitSquad encourages self-referrals as well as through GP surgeries, advertising goals are two-fold; to gain visibility with all smokers across Lancashire directly and educate health professionals to promote and refer patients to the QuitSquad service.  The Trust’s main objectives for the second phase of the campaign running from Spring – September 2021 is to raise brand awareness by increasing a number of areas – registrations and referral numbers, smokefree promises, App downloads and social media engagement.

In addition, Creativeworld were tasked with creating communication tools to address a particularly problematic demographic of smokers in Lancashire; pregnant women. As found in 2019/20 Lancashire County Council research, “In the Lancashire-12 area, the proportion of pregnant women known to be smokers at the time of delivery (12.8%) is still significantly higher than the England average (10.4%).” When women smoke or inhale second hand smoke during pregnancy, they are limiting the oxygen supply to the baby, making its heart work faster and exposing it to harmful toxins.

The importance of communicating to pregnant women who smoke about QuitSquad’s service to support them in smoking cessation, is very much justified in the shocking facts and figures reported by government agency Public Health England in their stopping smoking Health Matters Guidance, which states that; “Smoking during pregnancy causes: 2,200 premature births, 5000 miscarriages and 300 perinatal deaths each year in the UK”.

Our solution

As such an important issue to address, Creativeworld are passionate about helping the Trust achieve successful campaign results for QuitSquad and are confident that our health marketing expertise gained from many years’ experience in the health sector will enable us to fulfil their requirements.

We carried out research to further identify key problematic demographics for the campaign. In addition to pregnant women, we honed in on developing campaign elements to target smokers in the South Asian community, as well as smokers in routine/manual jobs, alongside the wider aim of getting the message out to all smokers in Lancashire.

To effectively show the target audience the benefits of registering with QuitSquad, we developed real-life case studies in the form of short animated videos, sharing the stories of real people in the local area who have given up smoking as a result of the service. We facilitated interviews with 4 individuals to capture their stories and subsequently developed relatable animated videos and voiceover recordings, utilising actors where needed, to portray these people and their positive quitting experiences.

Additionally, we created a host of other supporting campaign elements, incorporating on and offline media methods to maximise reach and visibility via multiple touchpoints which we knew the target audience would be exposed to. We produced radio adverts for airing on local stations Rock FM and Asian Radio, also utilising the case study voiceovers to provide campaign consistency, as well as printed posters, pull-up banner stands and promotional items including stress balls and mouse mats. The promotional products were particularly aimed at heath professionals; a simple branded mouse mat on a desk acts as a daily reminder of the key details about QuitSquad, to equip GPs and nurses with the information they need to encourage patient referrals and therefore, play their part in supporting the overall campaign objectives.

At Creativeworld, we have a wealth of knowledge enabling us to help all departments and areas of the healthcare sector with marketing and communications requirements, from large health campaigns, to staff engagement and patient communications, so if you need help solving medical marketing challenges, speak to our marketing for the health sector experts – contact us here or call 01282 858200.

The client

Manchester Islamic Educational Trust (MIET) comprises of three independent schools; two secondary and one preparatory, named Kassim Darwish (KD) Grammar School for Boys, Manchester Islamic High School for Girls and Manchester Muslim Prep School. The Trust is long-established and collectively provides an empowering, faith based education with the vision of developing a new generation of proud British Muslims, underpinned by their core values of Faith, Learning and Life.

The brief

Following an extensive selection process, MIET chose Creativeworld to support them in achieving an improved brand reputation to differentiate their schools from local competitors, boost student recruitment and ensure consistent external perceptions of all the multi academy trust’s schools. Our wealth of experience developing brand strategies for schools meant we were a perfect fit for MIET’s school marketing requirements.

Our solution

Creativeworld recognised the need to begin this project from a strategic standpoint to make certain that the Trust’s Senior Leadership Team (SLT) and Board understood why a new brand direction was needed to achieve their goals. We know that clarity and active support from leaders is key to a successful education brand strategy implementation, so we worked with each of the school’s SLTs through individual discussions to make this happen.

Following this, we carried out a thorough school marketing audit including primary research via focus groups with the Board, staff, students and parents to attain feedback on current perceptions of the Trust, including the brand, core values, ethos and its future. Analysis of the research enabled us to determine the strategic direction needed and we developed a report of recommendations for presenting to the Board. This was centered around development of a school branding and marketing strategy, covering a re-brand and associated marketing elements, including digital marketing for schools solutions, as well as suggestions regarding an internal re-structure to ensure staff roles were aligned with this new strategic direction, from both an internal and external perspective.

MIET chose to implement all of our proposed recommendations, encompassing new brand development, brand guidelines and a communications toolkit, which we created with a focus upon the Trust’s core values of “Faith, Learning, Life”. Subsequently, in line with the new branding, for each school we designed, built and developed new school websites, school prospectuses (printed prospectus and digital interactive versions), school videos, internal and outdoor school signage, social media support and branding for schools, and delivered a student recruitment campaign.

As a result, MIET now has brand consistency across all three schools; they’ve since achieved over 3 times as many student applications for their previously under subscribed schools and overall, are now clearly showing their external stakeholders they are completely aligned in sharing the same values and strategic direction.

 

View our Education Spotlight to find out how we can help your school or multi academy trust with branding requirements, and like MIET, how you can take advantage of our range of education marketing services; from branding strategies for schools through to digital marketing for schools solutions, prospectus design, school website design, social media strategy for schools and education signage, or contact our expert education marketing team here.

The brief

Creativeworld Health were approached by Lancashire and South Cumbria Integrated Care System (ICS) to tender for the marketing and communications to deliver a suicide prevention campaign to reduce the number of suicides across the region and to alleviate the stigma attached to suicide.

 

Our solution

The core message that drives the campaign for suicide prevention is  ‘Let’s Keep Talking’, co-developed in partnership with service users and those involved within mental health services and we have developed design concepts for various communications tools tailored to the campaign’s four different key target audience segments (identified through research); children and young people, middle aged men, elderly people and parents with young children.

We identified the most effective methods of reaching these audiences, including both offline and digital healthcare marketing methods, subsequently delivering a wealth of communications tools using the designs consistently across all campaign elements.

The content has been co-developed in partnership with Healthy young minds, local youth groups and educational organisations we collated information to help support the system as well as the campaign.

Regular stakeholder sessions alongside the input from the Police and other organisations enabled us to put together a strong campaign that would resonate with the audience with high impact, we were also able to target specific areas that were known to be hot spots.

The whole system benefited from being connected, this is one of the main drivers of success and that partners continue to be involved and engaged throughout the campaign.

From the research and insight undertaken we identified vulnerable groups and were able to target these through campaigns both online and offline. We created digital ads, bus shelters, phone kiosks, posters, info leaflets and animated videos in 6 different languages for each stage of the campaign, these were shared through the partnership networks, community groups etc.

The “calls to action” were to signpost people to mental health support and also Samaritans. The impact of the campaign helped the to win an award at the 2020 HSJ awards.

In September 2022 the campaign focused on the cost of living crisis and is featured below.

Social Media targeted ads to reach specific audiences based on data from real-time surveillance.

External communications in specific locations are also in place and will be located in prominent areas across the region to encourage people to keep talking and that there is support out there that can help with the cost of living.

 

 

The results

The engagement for this campaign has been a success, hits on the website (calls to action) and the reduction of suicides has been “bucking the trend” and has had a huge impact on numbers across the two areas.

In 2019-20, Lancashire and South Cumbria had the third highest rate of suicide in England, so we hope to continue seeing further reductions going forward as we carry on supporting Healthier Lancashire and South Cumbria with their campaign.

Since the start of the programme of work, suicide rates have reduced by over 16%

Additionally, in March 2021, Healthier Lancashire and South Cumbria Integrated Care System were recognised for their vital work when they were crowned winners of the Connecting Services and Information Award at the prestigious Health Service Journal Awards, for the real time surveillance system for suicide prevention project specifically.

Client feedback…

“I am so proud to announce that we have won the HSJ Award for Connecting Services and Information Award- this is down to all of you and the dedication that you have given to the Suicide Prevention Programme over the last couple of years. 

You are all amazing and I am so proud to be a part of this partnership and drive the work forward.”
Louise Thomas, Clinical Network Programme Manager

We have a wealth of knowledge enabling us to help all departments and areas of the healthcare sector with marketing and communications requirements, from large health campaigns, to staff engagement and patient communications, so if you need help solving medical marketing challenges, speak to our marketing for the health sector experts – contact us here or call 01282 858200.

Our client NECSU asked us to help support the delivery of their ‘Plasticine People’ campaign and manage patient flow in surge periods for frontline health services.

The plasticine people campaign was developed to raise awareness in the most effective way to influence people’s decisions about best use of health services, and significantly change use of urgent care services across the North East and North Cumbria in order to improve patient flow across the full regional system.

A series of plasticine characters were developed to help highlight a variety of common illnesses or preventable health issues which could be self-treated to help guide the best use of urgent care/A&E/NHS 111.

Our team helped to reach and engage with a wide reaching audience in the North East and North Cumbria through a variety of different channels. This included:

• Paid and Organic Social media outreach
• Social Media Influencers
• Online advertising via Search Engines and Regional News titles
• Spotify
• Radio Advertising
• Cinema Ticket Advertising
• Public Events (Sunderland Airshow)

We also held a number of GP engagement session with various medical centres in the North East of England to evaluate the visibility of the campaign and directly promote campaign resources with visiting patients.

Education Partnership Trust appointed Creativeworld to redevelop their branding to reflect the core values of their organisation. We then developed full brand guidelines and toolkits to ensure correct application of the EPT brand internally with staff, externally with suppliers and with their member schools.

As part of this remit, we were also tasked with the design and installation of new signage at the Multi Academy Trust headquarters in Blackburn and The Heights in Burnley.