NHS Protect, as they had been known, was to re-launch as an authority following a directive from The Cabinet Office and Dept of Health. The new authority was tasked with combating fraud, bribery and corruption in the NHS, and was to do so under the new name of the NHS Counter Fraud Authority.

Following a competitive pitch, Cube was commissioned to develop the brand messaging and help launch the NHS Counter Fraud Authority (NHS CFA) and provide ongoing support in an awareness building campaign.

A hard-hitting strategy was developed, which focussed on raising awareness of the cost of fraud in the NHS.

This strategy was supported by a full re-branding and communications campaign aimed at NHS leaders in Finance, HR, Procurement and Communications.