Liverpool Heart and Chest Hospital (LHCH)is the largest single site specialist heart and chest hospital in the country, providing specialist services in cardiothoracic surgery, cardiology, respiratory medicine including adult cystic fibrosis and diagnostic imaging
Why LHCH matters to us
Heart and lung disease continue to be amongst the biggest killers in the UK. LHCH serves communities that are marked by increased prevalence of cardiovascular disease, higher levels of heart failure, hypertension, coronary artery disease and an ageing population.
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.
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.
Travelling through Covid-19
The brief was triggered by the national lockdown in March 2020 and the major implications it would have on the city region’s transport network in terms of service provision, capacity and passenger safety.
The core objectives were to:
Influence customer behaviour on choice of transport mode and expectations of them when travelling, protecting the safety of staff and the general public.
Manage customer expectations, ensuring they understood the rationale for the levels of service being provided
Ensure customers who still needed to travel by public transport have access to relevant and timely information about services
Using this evidence, an overarching campaign concept was established – ‘Rethink Travel’. The concept was simple, instructional but emotionally engaging. It was flexible and would work whatever the message Crucially, it would also work under any national message e.g ‘Stay Home. Protect the NHS. Save Lives.’
The overarching concept was supported by a positioning line which was positive, inclusive and built on the vital sense of togetherness: ‘We can all help keep each other safe’.
A detailed messaging framework was also developed to inform the campaign roll-out.
A visual identity was developed to bring the messaging to life using a flexible framework of illustrations, digital icons and photography; while still remaining on brand with LCRCA to provide a clear link to the ownership of the campaign.
The campaign was implemented across multiple channels from outdoor, news media advertising (print and digital), social media (organic and paid-for), videos and radio through to signage, uniform, print and more.
Campaign activity has been phased and targeted throughout the campaign to reflect the changing dynamics of Covid-19, encompassing direct informational messaging through to encouraging people to get active and walk or cycle to work rather than using cars, buses or trains. Similarly, the return to school and Universityrequired new phases to reassure and guide parents and students on how to travel safely – including a bespoke package for local schools.
Why it matters
Covid-19 is a once in a generation global crisis that has thrown every aspect of our lives into question. This means that clear and consistent communications has been more important than ever to help people make the right decision and keep themselves and others safe when travelling.
Having absolute clarity on the core messaging and visual identity has been crucial – the campaign has been delivered within an ever-changing landscape in which we have had to switch direction in a matter of hours due to a new Government directive.
Face covering compliance at 90%+ throughout
Use of the public transport network was higher than national average (e.g. bus patronage at 35% compared with 25% nationally), demonstrating the campaign reassured people who needed to use public transport that they still could
Empowering young people
We designed and built the Be More portal, on behalf of the Liverpool City Region Combined Authority, to provide a central platform for young people to search, explore and learn about apprenticeship opportunities in the Liverpool City Region.
This included the development of the name, visual identity in addition to the planning and development of the portal. It was built in consultation with current and prospective apprentices at every stage.
As part of this evolution we have also developed an online service to enable young people to create their own prospectus documents for courses available at different schools/colleges across the region.
The portal was designed to provide a clear, direct and intuitive platform for young people to search for local vacancies, explore real-life stories and access useful guides on apprenticeships. It was the first of its kind in the country, setting the standard for other regions to follow. Throughout the development of the site our ideas and proposals were tested robustly by a sample of young people to ensure the platform would deliver the maximum value.
Since launch in 2019 we have continued to work with LCRCA in developing and expanding Be More to reflect the changing needs of the market and regional strategic priorities around youth education and employment.
Why it matters
It is vital for our economy to generate more and higher value jobs, and ensure that we have a workforce with the right skills to fill these roles. Apprenticeships are a key part of this.
Platforms such as Be More in bringing together vital information into one place, making it easy for young people to take control of their future and the opportunities available to them.
Be More was established to provide an overarching identity and platform for the complex apprenticeship offer across LCR. The platform is highly adaptable and is now used flexibly by a range of organisations who each have a role to play in the apprenticeship offer and interface with a broad mix of stakeholders from job seekers and families through to colleges, businesses and partners.
150,000 + vacancy searches since launch
The Be More site has been identified as an example of best practice across the country and has set the path for others to follow.
The Liverpool City Region Combined Authority (LCRCA) is the combined authority of the Liverpool City Region.
Why LCRCA matters to us?
LCRCA works together to make investments in areas that have a real impact on our communities across issues such as transport, digital, energy and environment, skills and culture much more.
Liverpool School of Tropical Medicine (LSTM), founded in 1898, was the first institution in the world dedicated to research and teaching in the field of tropical medicine.
Why LSTM matters to us?
LSTM develops new drugs, vaccines and pesticides and is at the forefront of infectious disease research.
As a teaching institution, it attracts more than 600 students from 68 countries, from PhD research and Masters programmes to a range of professional courses, and works in partnership with health ministries, universities and research institutions worldwide to train the next generation of doctors, scientists, researchers and health professionals.
Integrated campaigns to engage multiple stakeholders on key issues
Symposium and event branding and collateral
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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