CONTEXT
As part of the services prevention & promotion strategy, Sussex MSK Partnership/Health developed & offered a range of digital treatment offerings. As these were launched, corresponding advertising pieces were planned and delivered. The first of these was a series of digital bus stop adverts for a self-management app, getUBetter. Due to an accelerated rollout I conceptualised, copywrote, and designed these adverts on increasingly short deadlines. Following the success of these adverts, a web billboard and a series of print adverts were produced.
STRATEGY
In order to reach people before they became patients we recognised that we couldn’t rely on the traditional NHS language model (highly medicalised and professional tone) and that this language did not align with the services tone of voice. To be successful we knew that these adverts needed to engage with people on their level, supporting them to recognise their own needs and the value that the services digital tools could offer them. The initial digital bus stops were designed to explore the effectiveness of different graphic & communication styles with the results informing the rest of the stategic direction.
SCOPE
Copywriting
Artwork/Graphic Design
The digital banner gif needed to hold attention on a busy local radio station’s website. Inspired by Hitchcock’s principles of film-making, I curated a series of images to create a seamless story that followed a traditional 3 act structure of setup, conflict, resolution regardless of where the viewer started. This was paired with an emotive, aspirational message and achieved double the industry average click-through rate.
Print adverts produced for local region/town magazines. Messaging and imagery was designed to target the respective regional demographic group.
Following the successful pilot of getUBetter, a poster & tabletalker were designed to promote the full range of digital treatment offerings provided by the service. These were to be placed in hospitals, GP practices, libraries, and local community centres throughout West Sussex.
Jimie. 