Champs wanted to help support healthcare and community professionals in starting conversations about screening for breast, bowel and cervical cancers with people living in Cheshire and Merseyside.
They commissioned Kaleidoscope to help build an informative website platform and communications toolkit, with an overarching aim to educate and empower everyone from GPs to community nurses, community professionals and volunteers so they can start more early conversations about screening with the people they see every day.
Working closely with Champs, we reviewed their plan for the promotion of cancer screening and how a website and communication toolkit could support this ambition. As a result, we developed a new digital platform that provides professionals with all the information they may need to promote and talk about cancer screening within community settings.
The development of the platform initially focused on the creation of a new name ‘Early Detect, Early Protect’ and an accompanying look/feel which was tested amongst a representative sample of the target audience to ensure relevance and credibility.
Using an extensive research base, we then established a user journey for the platform that would define the content structure and flow, and provided the framework for us to move ahead into full design and development.
The platform consists of a number of areas of key content including information on different cancer types and different screening pathways to demystify what screening is and the steps involved.
This is supported by a resource toolkit, including a suite of posters and social media posts, that professionals can download and use to promote cancer screening within their communities. In addition a resource section displays a collection of relevant resources in an archive which users can filter using a number of categories.
Why it matters
400 users in first four weeks of launch
Catching cancer early saves lives. If we can detect it and start treatment early, it’s more likely to work – and more people will survive.
Starting a conversation
Undiagnosed hypertension is a serious problem in Cheshire and Merseyside, but many patients aren’t engaging with their own potential risks. To support pharmacies and health trainers in providing blood pressure checks in the community, we created a new digital tool to help start conversations about blood pressure and wellbeing with the public.
The Happy Hearts web app aids health professionals, by offering a 2-3 minute intervention that leads to a blood pressure check. It was carefully structured in a way that encourages patients to talk about themselves, their life and interests, before allowing the professional to illustrate how the health of their heart plays a crucial role in their life. This will hopefully increase their propensity to take a blood pressure check.
The project was based on a qualitative study which looked at how to motivate people to make healthy lifestyle changes. This work identified effective ways to use conversation to motivate behaviour changes around risk factors, self-care and medication adherence.
This provided us with clear insight that the brand and tool must deliver against. This allowed us to create early concepts around a brand name, identity, look and feel; and a user journey to structure the tool in a way that would support both the patient and health professional.
The tool was developed and tested in collaboration with pharmacies, health trainers and patient representatives to define the best format, content structure and tone of voice. This ensured that we were able to develop the tool in a live and dynamic way, incorporating audience feedback throughout.
On launch, the tool was rolled out alongside a training package for professionals to drive their confidence and propensity to use the tool.
Following launch we have then gone on to deliver a wide range of targeted social media campaigns using a blend of static and animated content (see below) to engage multiple audiences across the region.
Why it matters
Undiagnosed hypertension is a serious problem in Cheshire and Merseyside, but many patients aren’t engaging with their own potential risks. Tools to spark conversations between the public and health professionals are vital to encourage people to take control of their own health on such issues.
The collaborative approach we took to co-create the brand and tool with patient representatives and health professionals was critical to the success of the project.
Impact
3.4 million reach from social ads
Since launch Happy Hearts has now become the brand for a range of related campaigns and has been utilised for practical tools in health settings, a detailed CVD website and multiple social media campaigns.
Champs is a long-standing collaborative of nine Directors of Public Health and their teams serving 2.5 million people in C&M, who also have a strategic influencing role within the Liverpool City Region combined authority and the Cheshire & Warrington sub-region.
Why Champs matters to us?
Champs places collaboration at the heart of its comprehensive and systematic approach to improving public health priorities by large scale action and working together as system leaders across Cheshire & Merseyside. Health issues don’t recognise boundaries and so working together is vital to the wellbeing of our communities.
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