An integrated campaign to help patients Shape Up 4 Surgery
The client
The NHS
Leeds Teaching Hospitals is one of the biggest NHS trusts in the country, performing 50,000 planned operations every year. The trust appointed Bolser to devise a campaign to raise awareness of how to prepare for surgery, with the aim of improving outcomes and reducing recovery times.
The challenge
Connecting with the audience
Persuading people to change habits established over a lifetime is no easy task. So it was essential that the campaign message connected with the target audience. The benefits had to be clear and the goals achievable. The campaign also had to work across multiple media including social, web, print and video.
What we did
Putting the PLAN into action
We began the project with an in-depth discovery phase which included mapping out the user journey and touchpoints. It was clear from the research that the concept needed to be simple and memorable with impactful creative and a multi-media, integrated approach, to maximise reach and engagement. We centred the ‘Shape Up 4 Surgery’ campaign around the word ‘PLAN’ which highlighted the 4 key areas to focus on in the weeks leading up to an operation:
Physical - exercise & movement
Lifestyle - eating and wellbeing
Awareness - smoking & drinking
Next Steps - preparing for surgery
Accessibility was an essential factor so the campaign was designed to be soft and approachable, incorporating hand-drawn typography, inclusive character illustrations, and multi-use graphics to convey the messaging.
