Heywood, Middleton and Rochdale PCT
Design Brief
To develop creative ideas for Patient Prospectus and Strategic Commissioning Plan public engagement campaign for Heywood, Middleton and Rochdale PCT to a target audience between the ages of 16 to 85 across a highly diverse demographic. The campaign should have a strong and identifiable logo that will demonstrate our commitment to listening to the views and suggestions from the people of the area. The main objective was to obtain detailed responses from patients, staff and stakeholders in the 3 towns of Heywood, Middleton and Rochdale over a 3 month consultation period.
Creative Solution
We developed generic character named BOD that was neither male nor female, black nor white, young or old. This character was instrumental to the campaign brand identity along with the accompanying title of ‘Speak Up’. The core tactics used to deliver the campaign included the design, print and mailing of a 24 page Patient Prospectus mailed to 250,000 named individuals living in the designated areas with an integral questionnaire, website under URL www.speakupnow.co.uk with online forums and questionnaires and Roadshows engaging with the public across sites throughout the 3 towns and advertising both within local
press and online.
Result
The campaign was a resounding success and generated over 6000 responses; higher than any other North West SCP. These responses will prove instrumental in shaping the future of healthcare in the Heywood, Middleton and Rochdale areas over the next 10 years. The creative along with specific elements was used within the National NHS Communications Conference 2008 to demonstrate Best Practice and our character, Bod, was used to greet Lord Darzi at a regional NHS development seminar.
