Lancashire and South Cumbria Health and Care Partnership
‘Spit it Out’ Campaign
01. The Brief
As a longstanding client, Lancashire and South Cumbria Health and Care partnership commissioned Creativeworld once again to develop an internal brand and marketing strategy to implement a staff facing marketing campaign across the region for all NHS staff. To promote the LAMP COVID-19 staff testing programme and to encourage uptake.
Lancashire & South Cumbria led the way nationally in the set-up of a COVID-19 staff testing programme, achieving establishment in just over 3 weeks, driven by the urgent need for action during the pandemic.
With NHS laboratories at capacity and to align with the twice per week government recommendation for testing in the NHS, the newly established testing lab was set up at pace to provide additional resilience for the system and identify NHS employees who were carrying the virus but didn’t have symptoms.
The overarching aim of the campaign was to communicate the importance of testing to ultimately protect patients and the NHS workforce, during one of the most challenging times the NHS has faced.
02. Our Solution
Our health marketing team began with strategic research for the campaign to ultimately create the right messages and visuals to communicate the testing programme effectively. We initially collated feedback to attain insight on what would motivate them to uptake on tests.
The research informed the brand identity and creative design of the campaign which was based on the concept of ‘spitting COVID out of the NHS’. We designed a visual pathway to communicate the process, showing staff how to take part in the programme. Collaborating with NHS employees who the initiative targeted was a key driver in the level of success the programme accomplished later down the line.
To tangibly implement the campaign, we delivered a variety of promotional assets curated to remind and encourage NHS staff to test regularly. This included printed literature; from posters, leaflets and labels for signposting, to bespoke Folder wallets with printed inner pages which made-up a ‘super user resource pack’ for the programme, distributed to each of the locations where staff are based. Furthermore, branded pens, bookmarks, water bottles and t-shirts were developed to reinforce the campaign message via useful, everyday items, as well as creation of a specific email signature designs, screensavers, intranet graphics for use on internal digital communications.
03. The Results
Following an announcement from the Prime Minister in March 2022 stating that mandatory COVID-19 testing was no longer required, the staff testing programme came to a successful conclusion. At peak times, the laboratory was testing up to 2000 samples per day and in totality, almost 300,000 samples had been processed when the programme closed.
In addition, once adopted in Lancashire and South Cumbria, the campaign attracted the attention of other regions who asked to adapt and use the materials in their areas. The marketing collateral we created was subsequently rolled out across other geographical areas and Creativeworld Health had the pleasure of personalising the campaign for other locations.
Due to its significant success, the campaign is being entered into the Health Service Journal (HSJ) awards, which is the most esteemed accolade of healthcare service excellence in the UK and has also been recently recognised at the national NHS excellence awards.
At Creativeworld Health, 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 to improve healthy outcomes or marketing challenges, speak to our health sector experts – contact us here or call 01282 858200