www.cumbriahealthcounts.nhs.uk
The brief
To promote the new NHS Cumbria service, emphasising a healthier lifestyle for all – focusing on the three main issues than affect Cumbrian’s health – alcohol / smoking and obesity.
Our approach
We wanted to galvanise Cumbrians into thinking about their health and offering them a series of interventions for improving it. We used ‘Cumbria health counts’ as our positioning and numerical messages that relate to the positive effects of a healthier lifestyle and how to achieve your own personal goals – with the help of all the resources the NHS has on offer. Using press, outdoor and directing them to a dedicated website, our initial objective was to create awareness for the new service and encourage calls to the local NHS. Our longer-term objective is to build on this by developing specific social marketing solutions for discreet audiences within the region.
Results
The research carried out into the creative approach was extremely well received, with the audience citing the need for real facts using real people as core to them believing the messages. Anecdotally the campaign has been well received across the whole county – which is excellent news given the diverse nature of communities within Cumbria. It has also provided us with the opportunity to engage at a local level with communities, creating partnerships with local businesses, local authorities and housing associations.
Client testimonial
Access helped us to deliver a campaign that communicates the importance of leading a healthier lifestyle in a simple, positive and non-judgemental way. We were delighted with the results and feedback that proved our key messages were getting through. NHS Cumbria Communications
