NHS Marketing Campaign

Working with the NHS

eskimosoup has gained valuable insights and experience of working with NHS organisations to achieve a wide range of goals and objectives.

City Health Care Partnership

Humber and Yorkshire Coast Cancer Network Nottinghamshire County

Websites

WEBSITES

Our digital media for the NHS has been wide-ranging, from the websites for NHS Hull, Humber NHS and the City Health Care Partnership, to valuable campaign-specifi c sites such as the Sexual Health Virtual Clinic.

These projects have been comprehensive, requiring both graphic and digital design, implementation, integration, social media, content management systems and technical support. Whilst some target the entire nation, such as the National Mental Health Hub, others are regional or city-based, all providing an essential public resource.

eskimosoup has worked with clients to develop advanced communications tools such as interactive pathways and website personalisation.

Peter’s Story

The Outcome

EVENTS/LAUNCHES AND CAMPAIGNS

A DVD resource that helps to promote an awareness and understanding of men’s mental health, specifi cally focusing on depression. Distributed across the region, over 5,000 copies are now in circulation. With an accessible digital presence and the help of organisations, Peter’s Story has become a major ongoing suicide prevention campaign in the region.

• Large media interest. The DVD media launch premier was a great success, which saw BBC Radio Humberside, BBC Look North and a large space in the Hull Daily Mail.

• Created a lot of constructive discussions around men’s mental health.

• Encouraged line managers and HR managers from commercial businesses to take the DVD and distribute around their teams.

• The DVD was incorporated into many public sector organisations’ agendas and distributed to clients they were treating.

• Peter’s Story was rolled out nationally after being recognised by the Director of Mental Health First Aid Training.

No Smoking Day

The Outcome

This campaign used an uplifting approach of diverse activity. From a student Zombie Walk to public fi tness sessions for smokers and non-smokers alike, and even a six-foot tall cigarette parading the streets with a saxophone player, smoking cessation was promoted in a fun and vibrant way. Cyril the Cig also appeared at Hull City and Hull FC games to compete with their mascots: Roary the Tiger struck the ball from different distances to knock over the human-sized cigarette, whilst Airlie Bird shamed him in an obstacle course, each to cheering crowds.

• Involved new people in the campaign. In particular, the Zombie Walk, Big Noise and Cyril the Cig events brought younger people into the team voluntarily to promote the messages of No Smoking Day.

• During the period of time around the campaign, referrals to the NHS Stop Smoking Service were 21% higher than the monthly average across the year.


Smoking in Schools

The Outcome

With the help of sickly smoker Colin the Chameleon and wholesome hero Joe Cool, the damaging effects of smoking are communicated to schoolchildren in an energetic, relatable format, focusing on the positive results of a healthy lifestyle.

• The pilot resulted in a great reaction from pupils and a very positive response from the client, saying that it was “the best presentation from an agency” they had seen.

• This led to a commission for 26 secondary school presentations.


Strike for Health

The Outcome

NHS Hull commissioned eskimosoup and Strike, the mixed martial arts experts and Britain’s Got Talent fi nalists to develop a 12 month programme to help young people achieve a healthy and successful future. Promoting fi tness, a nutritional diet, motivation and commitment, the partnership inspired Hull’s youth to seize life and achieve their goals.

• Generating a very high profi le for Strike and our campaign messages amongst our target market.

• Effective engagement with young people

• Successful delivery of inspirational and healthy sessions with every state secondary in Hull.

• Development and adoption of “The Path to Success” an interactive guide to planning for a successful future.


Bloke Jokes

The Outcome

Understanding that reaching men aged 45+ living in areas of deprivation in Hull is a big challenge, eskimosoup partnered with NHS Hull to develop a pioneering social marketing campaign. Following insight work and extensive research, we recruited two local comedians to write and perform materials that were entertaining and that communicated serious health messages. Taking this approach on the road to some challenging venues we delivered four events and interacted with our target audience in an environment conducive to discussing a range of health issues.

• Independent Research showed that over 90% of audience recalled the health messages (3 months following the events) and that there was clear evidence of men changing their lifestyle behaviours as a direct result of the campaign.

• A second phase “For Better, For Worse” was commissioned for delivery in 2010.


Good Health, Good Business

The Outcome

eskimosoup were commissioned by NHS Hull to develop an event during Business Week 2010 to launch a range of occupational health services available to small and medium sized businesses. ‘Good Health, Good featured a keynote presentation from Richard Reed, founder of Innocent Drinks, a performance and presentation from mezzo soprano opera singer Victoria Gray and an energetic and inspiration presentation by Britain’s Got Talent Finalists and martial arts duo Strike.

• Over 120 businesses attended to learn about how they can improve the health of their workforce.

• 100% of attendees rated this event as good or very good.


Health Central

The Outcome

An innovative and exciting project, this large scale branding and marketing exercise saw the launch of the UK’s fi rst healthy living centre based in a retail environment, at St Stephen’s Hull. The campaign including all the main marketing communications approaching including: branding, internal design, brochure, display materials, creative signage, a social media campaign, media liaison, video production, an offi cial opening event with the Home Secretary and public facing launch events with entertainment and games.

• Over 35,000 services accessed within 12 months, which was ahead of initial targets.

• An effective campaign and event that embraced the entire community.

• Strong and positive media coverage over a sustained period of time.


Altogether Healthier

The Outcome

By raising awareness of the free online learning service provided by NHS Hull, people were encouraged to live a healthy lifestyle and have a fi rm knowledge of which health services where available and where. To promote the positive philosophy of “passing it forward”, an ‘Olympic Baton’ was carried and passed on through Hull city centre, culminating beside NHS Hull’s Health Central. Additional activities attracted spectators and the general public to take part in fun and games, all of which communicated the good work and commitment to better health by organisations and individuals.

• Positive media coverage on local radio.

• A fun and appealing event in the city centre that was very positively received by participants and spectators.

• Increase awareness of the free healthy lifestyle training available in Hull.


Early Detection of Throat Cancer Campaign

The Outcome

Humber and Yorkshire Coast Cancer Network appointed eskimosoup to deliver the communications for a major social marketing campaign aimed at raising awareness of throat cancer symptoms and achieving behaviour change within target wards in Hull and Grimsby where incidence of laryngeal cancer was signifi cantly higher than other wards within the network. Following a tender process, eskimosoup developed a campaign creative and communications strategy that tested successfully with focus groups representing the target audience and its key infl uencers. The “croaky voice” campaign reinforced a common symptom of throat cancer as well creating a memorable communications campaign to be used in a 3-month communications campaign. Approaches included: direct mail to 20,000 homes in the target wards, 48 sheet advertising, radio advertising, launch events at football stadiums in Hull & Grimsby, community events, poster advertising, social media marketing, video case studies and a dedicated website at www.getitchecked.co.uk

• This campaign is currently in progress, however the client has already reported signifi cant and positive results to date, including a 50% increase the number of appropriate GP referrals for possible cases of laryngeal cancer.

• Major media coverage in the target areas through a successful two-stage process. This included main press profi les, TV features, online coverage and multiple radio features and interviews.

SOCIAL MARKETING

SOCIAL MARKETING

Leeds Let’s Change

The Outcome

A vibrant and positive campaign to promote healthy eating, physical activity, reduced alcohol consumption, smoking cessation and weight management to people aged 40 and over in the Leeds area. The focus was on fi tness and healthy living, providing help and advice whilst celebrating a more enjoyable lifestyle.

• This campaign is currently in progress, but the goal is to increase the fi tness and wellbeing of the target audience

SOCIAL MEDIA MARKETING

Social Media Campaign for Young Pregnant Women

The Outcome

NHS Hull appointed eskimosoup to implement an innovative approach to social media communications amongst a “hard-to-reach” and internet-savvy target group of young women. After extensive research and material development we used an approach though blogging, YouTube, Facebook, events and PR strategy to engage with the target audience and share a wealth of information, real-life stories and advice on leading a healthy lifestyle during pregnancy with an emphasis on stopping smoking for the sake of you and your baby. The most pioneering aspect of this campaign was the development and management of a Facebook profi le “Midwife Hull” to provide support and advice for pregnant women who were not approaching their GP or midwives for advice and support.

• Midwife Hull achieved high levels of interactivity and was approached over 200 times for healthy lifestyle advice over a 6 month period following launch.

• This included clear evidence that women had stopped smoking as a result of this intervention.

• eskimosoup and NHS Hull were contacted by Facebook’s PR team who congratulated us on an innovative campaign and permission to use our approach as an example of Facebook being used to achieve social good.

• Hugely positive media coverage including major features on BBC Look North and the Hull Daily Mail (two separate features).

• Clear evidence that social media can be an effective engagement tool with young women leading to positive health behavioural change.

Keep Measles Out of Hull

The Outcome

As a potential solution to increasing the rate of MMR vaccination amongst school children in target wards of Hull eskimosoup proposed to deliver NHS Hull’s fi rst social media campaign. Working with four schools in Hull, we ran assemblies and classes to educate primary school children about the facts and dangers of measles. They were then set challenges to develop short fi lms, advertisements and pictures that represented the lessons learned. By producing a series of short fi lms we had suffi cient content to drive a media campaign with an emphasis on YouTube and Facebook communications. By using impactful and memorable straplines such as ‘You love them – so protect them’, parents were advised to check their child’s Health Record and speak to a GP to arrange an immunisation if required. This campaign proved very successful, with communities uniting to ‘Help us to keep measles out of Hull’.

• Over 1,000 interactions with the target market were made.

• Followed by a signifi cant increase in uptake of the MMR vaccine attributed to the campaign.


Online Sexual Health Clinic

The Outcome

Understanding that sexual health can be a diffi cult and deeply personal subject, this online resource provides people with the opportunity to chat to nurses, receive advice and even make appointments, all anonymously and online. This allows the individual to overcome factors such as time restrictions or trepidation caused by embarrassment. By managing sexual health, an improved quality of life and peace of mind can be easily achieved.

• This campaign is currently in progress, but the goal is to reduce the stigma of sexual health and provide a valuable public resource, leading to improved sexual health throughout the city.


DESIGN AND PRINT

ThreeSixFive Annual Report

The Outcome

A 100-page annual report was commissioned for stakeholders throughout the city, but it was given a bold twist. ‘ThreeSixFive’ took the style of an interesting and appealing magazine and e-book, fi lled with full colour articles with photography.

• Independent research carried out showed that almost 9 in every 10 readers of ThreeSixFive considered it ‘good’ or ‘excellent’.

• Award of excellence at the Communicators in Business (North) Awards 2010.

DESIGN AND PRINT

Membership Newsletter

The Outcome

Providing essential news and developments, the NHS Membership Newsletter also gives information on important surveys and public/patient groups, current projects and the construction of new health centres, and reports on various healthcare subjects. It also has its fair share of events coverage, charity drives, fun projects and personal accounts of successful ventures, resulting in a perfect balance between a source of information and a feelgood morale booster.

• An impactful publication direct to your door.

• Distributed to 7,000 households throughout the area.

We’re All Ears

The Outcome

Through a friendly, lighthearted approach and soft humour, NHS Hull conveyed their wish to hear the public’s points of view. Using images of smiling healthcare professionals, the message was visualised through comically enlarged ears. This was a simple, direct and highly effective means of promoting the feedback service and advertising NHS Hull Membership.

• Increased engagement with public.

• Increased membership newsletter subscription.

• Communicated that the NHS are actively open to feedback.

DESIGN AND PRINT

Tel: 01482 223866Email: [email protected]: www.eskimosoup.co.ukAddress: eskimosoup, 1 Silvester Square,The Maltings, Hull, HU1 3HA

NHS Marketing Campaign

Documents

Transcript of NHS Marketing Campaign