The brief was to create a sign-posting NHS services campaign to encourage behavioural changes for the people living in the Telford area as well as increasing local awareness of the healthcare services available to them. I used insights from desk-based research and the client brief to create the campaign hook/brand that underpins the whole campaign by employing a word association technique to pair words and developed #takecaretelford. The phrase take care is often used when ending a call and in the context has a dual meaning for instance it could mean ‘take care’ showing we care about patients/public wellbeing OR ‘take care of yourself’ as an action for self-care such as going to the pharmacy for cold systems.
During this project I collaborated with designers, marketeers and stakeholders to develop both messaging for the campaign and creative visuals which were further developed from focus group feedback. This process has enabled the team to produce a high quality socially targeted multi-channel campaign aimed at various demographics.
Word association and brand development I hand illustrated the word telford to give a personl touch to the brand
Brand development and final brand
Description of the above images:
Image 1 - example the word association exercise I used that led to me to 'take care telford'. I liked the fact it can be what people say at the end of the phone call 'ok take care bye'.
The use of 'take care' also has dual meaning that you are saying to people take care (because you care about them) and at the same time saying take care of yourself (putting some responsibility on the individual). By adding Telford at the end it localises the message.
Images 2-3 - show the development of the strapline brand
Image 4 - shows the final logo used in the campaign.
