Problem: Promoting uptake of an NHS self-management app to members of the public who are not actively seeking treatment.
Solution: Emotive messaging designed to engage viewers ‘on their level’ alongside bright/bold visual styles to draw attention.
Outcome: A highly successful campaign with 3700 sign-ups within the first 6 months (including existing patients).

The Brief

This NHS service was looking to introduce a new treatment offer to the public, a self-management app called getUBetter. In order to support this the Marketing Lead procured a range of digital and print advertising spaces with which to promote this new offering. Due to an accelerated getUBetter rollout I conceptualised, copywrote, and designed these adverts on increasingly short deadlines (the wider conceptual direction, a range of 15 proposed options, and the final 6x bus stop adverts were developed in a single working day).

The Approach

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 getUBetter could offer them.

Bus Stop Billboards

The first action was to produce a series of bus stop adverts for across Brighton & Hove to raise public awareness of the new offering. These were also used to explore the impact of different language & visual approaches to public space advertising and evaluate their relative success.

3 Slide Digital Billboard

This was a relatively small advert on an otherwise quite visually busy webpage so we knew it would be vital to produce something that would hold attention. Inspired by Hitchcock’s principles of film-making, I curated/produced a series of images with a shared focal point to create a seamless story that followed a traditional 3 act structure of setup, conflict, resolution. This was paired with a simple emotive aspirational message. This advert achieved double the industry average click-through rate for digital banners.

Local Town Magazines

These magazine adverts were developed using the existing concepts & copy with redevelopments based on the bus stop advert’s evaluations and the differing needs of print magazine advertising compared to outdoor billboard pieces.