Kenyons worked with North East Urgent and Emergency Care Network (an NHS Vanguard) to understand the issues around use of urgent and emergency care issues in the North East.
The aim was to develop evidence-based social marketing campaigns and led to the creation of a series of Plasticine characters who communicated key messages, during winter, to the target audiences.
A range of advertising was deployed using the striking creative, including Internet marketing, newspaper and radio advertisements, and leafleting. A thorough research process was led by Kenyons, in partnership with NEUECN, to ensure that the most relevant and effective campaign was developed. This included a range of qualitative and quantitative research methods being deployed in the target area, with the different target groups.
A full campaign evaluation was also carried out which found that overall reaction to the characters indicated that they were seen as warm, friendly and trustworthy.
The overall (unprompted) recall was exceptionally high at 50%. The prompted recall – elicited when visual/audio examples from the Plasticine Characters Winter Campaign were shown – was higher than would normally be expected for a single campaign.
As a result, 35% of respondents to the evaluation questionnaire said they were very likely (scoring 9 or 10) to use NHS services other than A&E as a result of seeing or hearing adverts or information about NHS urgent and emergency care services, or staying well this Autumn/Winter, including the Plasticine Characters Winter Campaign.
(No Plasticine was used in the creation of this campaign: all images were digitally created.)