Background

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We responded to a publicly-available tender and submitted our approach for consideration.

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We were recommissioned to extend the campaign for a specific area of the North East following the successful deployment of this campaign.

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Target Audience

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Residents of North East England.

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Challenge

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To improve local residents' understanding around the use of urgent and emergency care in the North East.

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Solution

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We led a thorough research process in partnership with NEUCN: this included a range of qualitative and quantitative research methods; ethnographic recording techniques, engagement teams conducting surveys, one-one interviews with samples of the target audience and staff.

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The results were coded and themes evaluated for consideration to produce insights to inform the creative direction.

The insights led to the creation of a series of plasticine characters who communicated key messages during winter to the target audience. The family of figures was created from scratch, and designed to be inclusive and appeal to all sectors of the demographic.

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A range of advertising carried the new creative, deployed via online and offline channels, selected thanks to the improved understanding from insights gathered.

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Results

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Reaction to the characters showed they were seen as warm, friendly and trustworthy.

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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.

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As a result, 35% of respondents to the evaluation questionnaire said they were very likely 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.

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