COVID-19 insight campaign
Working with Public Health Berkshire, we conducted insight research to inform a campaign to encourage adherence to COVID-19 guidance.
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Encouraging the general public in Lincolnshire to carry out 5 key acts to look after themselves and their NHS. By committing to these 5 acts, they can keep themselves healthy, while enabling their local NHS to run as efficiently and safely as possible in the wake of the pandemic.
Encouraging the Lincolnshire community to support their NHS by supporting themselves.
The NHS [and partners] in Lincolnshire have come together to commission a campaign to encourage and inspire residents to sustain some of the positive behaviours demonstrated by the public during the pandemic.
Using insight and behavioural theory
Following a thorough review of NHS data including but not limited to; outpatient hospital appointments, A+E attendance, GP attendance & use of online and telephone appointments, we were able to identify a number of key insights. These key insights, coupled with behavioural theory and frameworks, helped to shape the strategy, creative and importantly the 5 acts:
The Campaign.
5 acts for your NHS.
We created a brand and campaign which combined a friendly, motivational and supportive tone of voice with a simple, fun, illustrative style. We used language which inspires action in the public while being encouraging and positive in its proposal.
Across the campaign 'the 5 acts' are always clear, consistent and concise, but should never seem accusation or too authoritative. We wanted to maintain a positive tone, which shows appreciation for the public's support, creating a sense of community - we're all one big team 'Let's do this together'.
The strategy is to deliver the 5 acts consistently and repetitively over the next 12 months, so residents are aware, and are 'by default' doing one or more of the 5 acts.
The 'Let's do this together' brand has been adopted for use by partners to push acts relevant to their organisations by using the lock-up style logo and supporting assets. The brand has also been used to support messaging outside of the '5 acts' to build upon the feeling of community and encourage the public to continue supporting their community and NHS.