An integrated campaign to help primary care communicate with their local populations more effectively

Across the NHS, and especially for primary care, COVID-19 was a catalyst for digital transformation and change. The way that patients and populations communicated with their care provider and how they received care changed enormously. The pace of that change meant that there was a lag in genuine engagement with local populations and the workforce.

Blue Lozenge worked with One Care to support primary care organisations across Bristol, North, Somerset and South Gloucestershire with a communication and engagement campaign that sought to provide the public with reassurance and explain these changes.

Approach

Blue Lozenge supported One Care, the largest GP Federation in the UK, and Bristol, North Somerset and South Gloucestershire Integrated Care Board with their campaign to improve public understanding of the changing roles in primary care. We developed a fully integrated campaign and creative assets, based on evidence and insight. We sourced real life case studies for the campaign from across the Integrated Care System liaising with patients and the workforce. We told the story of how primary care is changing from the patient’s perspective. 

 
We aligned the campaign to national creatives and plans, reinforcing national messaging and developed bespoke assets to engage the local population in a meaningful way that resonated with them. In addition to the creative development, we managed the campaign delivery across several channels including social media, public relations and out-of-home advertising. Using an integrated approach helped to ensure we met the needs of all our audiences including the digitally excluded. 

Outcome

We created some excellent stories that resonated with the local community, on social media we drove traffic to a specific campaign website and received over 630,000 views on our Facebook and Instagram profiles and over 1 million ad impressions on YouTube. We used out-of-home advertising, specifically on buses, to reach the digitally excluded population. The team now also have numerous creative assets to use for future communication activities and campaigns.