Start
Drug and alcohol use remains a major public health challenge across the UK. In Hartlepool, the local recovery service offers holistic, person-centred support – focusing not only on substance use, but also on wider wellbeing and life goals. However, many individuals weren’t accessing the help they needed. Stigma, fear of judgement, and a lack of awareness often held people back. National data shows that only 1 in 7 people with a substance use disorder receive the treatment they need.
Client
Hartlepool Borough Council
Scope of work
- Brand development & visual identity
- Co-production, engagement and community representation
- Digital Strategy
- Stakeholder engagement
- UX and website development
What we did
Our behavioural science and insight team looked at the research to understand what was stopping people from getting help. Then, working closely with current and former service users, we co-created an authentic and empathetic brand refresh that felt safe and empowering for those in or seeking recovery. This was supported by a comprehensive relaunch strategy and digital advertising campaign. This collaborative approach helped create a brand identity that truly centres the voices of people with lived experience of the process, providing the hope and reassurance people need to take that first step towards recovery.
Co-producing the identity
At the core of this project were the service users. We set out to listen closely to their experiences of treatment, to understand the key barriers, motivators, and decision points across a person’s treatment journey – from first referral to long-term recovery – to co-create the answer.
We worked with service users to build a communication strategy that balanced hope for the future with honesty. To make the service feel human and accessible, we crafted a simple, open, and direct tone of voice, avoiding any condescending or judgemental language.
Quotes
“The people at Magpie were very friendly and supportive. It was nice to feel valued and that my ideas were listened to, the people from Magpie made me feel part of their team. ”
The group wanted a focus on positive benefits of recovery, so we translated this into vibrant, bold colour palettes reminiscent of sunrises, symbolising new beginnings. Recognising recovery isn’t linear, we jointly developed a ‘journey’ visual device. This fluid graphic depicted the ups and downs of recovery, normalising challenges and celebrating progress. Service users prioritised privacy. So, we jointly created a visual style using graphic elements instead of photos, ensuring the brand was welcoming and felt secure for everyone.
The community strongly felt that peer voices – real people who had been through recovery – were key to breaking stigma and building trust in the service. The digital ads featured their authentic voices, directly addressing concerns and making the service feel more accessible. Their stories helped alleviate fears, showing new individuals that the support offered a safe and, non-judgmental space.
Digital Strategy
To overcome strict advertising policies around drug and alcohol services, we developed a highly targeted digital strategy using Snapchat and Spotify to reach young people and women in Hartlepool – two groups identified as least likely to access treatment for substance misuse. Using lived experience messaging and location-based targeting, the campaign encouraged reflection, reduced stigma, and raised awareness of how to get support. Facebook and Instagram were also used to promote the Reflections of Recovery event. The short campaign generated over 3.7k clicks through to the service website – helping more people find out how to access recovery services locally.
Relaunching the service
Recovery Month provided a perfect platform to reintroduce the new Start service to the Hartlepool public. We helped coordinate and promote a calendar of events, boosting the Hartlepool Recovery Festival’s profile through media outreach and social media. To close the month and kickstart more open conversations about substance treatment and recovery, we hosted ‘Reflections of Recovery,’ a powerful panel event featuring local recovery community speakers, Start service representatives, and local partners, Recovery Connections.
Campaign impact
This project clearly demonstrated the power of co-production in public health initiatives. By truly embedding the lived experiences and insights of the Hartlepool recovery community at every stage, we helped to co-create a service identity that not only resonates visually but is profoundly effective, supporting more people to access the help they need.
37,900
Hartlepool residents reached through targeted digital ads
281,000
total ad impressions during the campaign
First-of-its-kind
panel event launched during Hartlepool’s Recovery Month
TESTIMONIAL
“Working with Magpie has been an absolute pleasure. They took the time to understand every aspect of the service from staff through to service users, so right from the outset we felt heard, understood and part of a collaboration. The carefully selected team working on our project had the right level of insight, knowledge and experience to make the project a massive success.”
Looking to make impact?
If you’re looking to co-create a campaign that supports people in recovery, reduces stigma, and improves access to services, get in touch with our team. We specialise in behaviour change campaigns that centre lived experience and drive real impact.
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