We are thrilled to have won ‘Best Digital Marketing Campaign – Public Sector’ at the Northern Digital Awards 2023, for our work with the Lancashire and South Cumbria NHS Foundation Trust.
The judges said of our campaign for the Resilience Hub, “This campaign was a clear winner. We loved that they used a value proposition early in the development of the campaign. They had clear objectives, great photography and a fantastic message.”
The Resilience Hub is a vital resource first created to support frontline public sector workers and volunteers feeling the psychological impact of the devastating Covid-19 pandemic.
Working with the absolutely brilliant team at the NHS we developed a value proposition and brand strategy, brand identity and guidelines, website design, video and photography, and a range of campaign assets for use across multiple channels including social media and outdoor.
We developed a clear and compelling message – “You’re here for us. We’re here for you.”
We created an engaging and friendly brand identity, inspired by the rainbow motif used during the pandemic to signal public support for frontline workers.
To make the campaign relatable and to reduce stigma around seeking help for mental health we featured portrait photography of real people in our region working in these professions. No stock images. No abstract graphics.
We created a responsive, accessible and search engine optimised website with an intuitive user journey featuring a self-assessment tool, sign-posting for urgent help, and help for others, as well as case studies and resources.
Our strategy was to make the campaign easy to find with no change in behaviour, so we harnessed channels our target audiences access for work every day – newsletters, email footers, intranets, screensavers (backed up with physical media for vehicles, canteens, restrooms featuring a QR code).
The campaign resulted in over 2,500 online self-assessments and – most importantly – over 1,200 individual referrals for specialist psychological support and treatment to date.
The campaign was selected by the Cabinet Office as an example of National Best Practice in Public Sector Digital Communications.
“We selected Hotfoot because of their passion, commitment and creativity, and we are hugely impressed with their work.”
– Gita Bhutani, Director for Psychological Professions at Lancashire and South Cumbria NHS Foundation Trust and lead for the Resilience Hub
“I would just like to say a massive THANK YOU to everybody who has contributed to the campaign. Feedback from all the Resilience Hub staff is overwhelmingly positive. I am so grateful to all of you.”
– Hein Ten Cate, Consultant Clinical Psychologist and Clinical Lead for the Resilience Hub
