NHS Counter Fraud Authority Branding


Fraud in the NHS is costing in excess of £1.25b per year, that’s £3.5million per day. It is an eye-watering amount of money that is large enough to help increase NHS funds rather than line the pockets of criminals.

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 NHS Counter Fraud Authority.

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

A hard hitting strategy was developed focusing on raising awareness of the cost of fraud in the NHS and supported by a re-brand and communications campaign aimed at NHS leaders in Finance, HR, Procurement and Communications.

The launch took place on 1st November 2017 and whilst it is too early to be able to evaluate the impact of our work, what we are aware of is the increased profile of NHS CFA at government and Cabinet Office and a renewed interest in organisations wanted to connect with and find out more about the authority and what can be done to prevent fraud. We’ll keep you informed of any outcomes as they become available.

The suite of marketing material included posters, banner pull ups, brochure and social media messaging as well as a number of videos for social media channels and two main videos highlighting fraud in the NHS and the role of the newly formed NHS CFA authority. These videos can be seen here, CubeYoutube.






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