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 client and background

Commissioned by Together a Healthier Future, Enhanced Care in Care Homes is a Vanguard programme for care homes to work closely with the NHS, local Authorites, third party service providers, carers and families to optimise the health and wellbeing of its residents.

In Pennine Lancashire this programme is based on successful initiatives which have been shown to work and delivered within and around care homes in a coordinated way. To help deliver high quality care, efficient and consistent services across the region.

To this end, the client was looking to create a communications campaign to create a brand identity and collateral to assist with the communications of the vanguard in one of only six areas of England.

What we did

Our team created a concept brand that would sit alongside any NHS Trust’s Branding but reinforce the strength of the messages it needed to carry, as part of the branding it would need to be future proof to sit with sub messages and projects to enhance the programme’s key delivery areas.

From this we created subsequent marketing collateral which included a Display system that was used to launch and promote the vanguard programme at the NHS national innovation event at Manchester Central. To support this launch the team at Pennine Lancashire produced a video to communicate the innovations taking place in the region, this included the successful Red Bag Relay Scheme.

The supporting collateral for the vanguard that is now used and shared across the communications with care homes, included an 8 page concertina leaflet, a regular newsletter, decals for the Care Homes and partners to endorse their involvement in the programme.

A regular newsletter is also being produced to profile the effectiveness of the vanguard and share with key stakeholders, service users, commissioners, GP’s and other personnel within the health sector to highlight the ongoing successes.