NHS – Smokefree Lambeth

Website: www.nhs.uk
Services: Illustration, Marketing, Print Design

Brief:

With a rise in smoking related issues within the London Borough of Lambeth, the client at NHS Smokefree tendered out a marketing campaign requirement. One that would tackle the local issue by targeting a specified range of demographics.

A key point within the brief was to create a campaign solution that would step away from more traditional healthcare marketing in order to stand out, maximising impact and audience reach.

Approach:

The campaign series needed to address the following stated audience types;

• individuals who wanted to quit smoking and were seeking support,

• patients who are already in hospital for other reasons, and so ideal for being informed of quitting smoking advice, and

• ethnic minorities who were attracted to quit smoking with an incentive.

With such a broad range of audiences, the challenge was to create a campaign series that was simple and direct in approach – whilst also being visually appealing and relevant to the subject matter.

Delivery:

The campaign was extremely well received by the client, and consequently the series was released as small print posters throughout various doctor clinics in the Borough of Lambeth area.

The campaign was also applied to bus shelters nearby to Lambeth Hospital, in an effort to capture both patients leaving the hospital and individuals arriving for treatment.

As a result, the London Borough of Lambeth saw a 14.6% fall in smoking related cases within the area between 2017 and 2018, and an increase of 22% of people seeking advice on quitting smoking with local support organisations.

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