Health and Behaviour Change

Client

NHS Leeds West CCG

Project

We’re Here to Make You Feel Better!

A campaign to increase Leeds’ student awareness of pharmacy locations and knowledge of the services they provide.

We were commissioned by NHS Leeds West CCG to deliver an awareness campaign that increased knowledge of the services a pharmacy can provide within a student community, potentially saving the NHS thousands of pounds.

Main project objectives:

Change perceptions amongst students about the role of a pharmacy within their community.

Raise awareness of pharmacy locations.

Engage a large number of students in the campaign activity.

We recruited a student promotional team to deliver the campaign on a peer-to-peer level – an approach we highly value.

Insight was at the heart of this campaign. Audience research and co-creation of ideas was integral to the success to ensure we developed a campaign that would not only resonate with the target audience, but would also guarantee their buy-in. We carried out student focus groups, creative testing workshops and message impact street research.

The 1990’s inspired design was co-created with students across Leeds as they felt this was on trend and bold enough to capture their attention.

We developed the campaign brand ‘We’re Here! To Make You Feel Better’ with a visual identity that was bold and energetic – a look and feel you might not typically associate with the NHS. This was deliberate to ensure stand-out and mass appeal.

We developed key messages that were used to raise awareness of the lesser known but student-relevant services that a pharmacy can offer, which were interspersed with interesting facts – Did you know that 50 minutes of dance music can lower cortisol levels reducing stress?! Or that grapefruits have immune-boosting, antiseptic, wound-healing and anti-bacterial properties?!

During the time of launch, We’re Here to Make You Feel Better was the boldest message across the streets of Leeds.

We split the delivery of the campaign into two phases. The first phase focused on campaign awareness to ensure the Feel Better brand was common place in key student locations – online and offline. We used face-to-face promotional activities, social media and experiential media stunts and developed a range of print materials including an illustrated map of local pharmacies amongst key student landmarks and a ‘Little Book of Feel Better’.

The second phase of activity focused on out of home advertising to build exposure of the brand as well as developing the campaign’s web presence to ensure the campaign messages had a lasting legacy.

 

The campaign received a positive response from students and Student Unions’ – the campaign materials and activities were really well received. Incorporating a free yoga class into the campaign generated a buzz on campus and linked well to the promotion of physical and mental wellbeing in students. Our Feel Better pick ‘n’ mix generated mass engagement with students, informing them what services pharmacies offer through specifically chosen pick ‘n’ mix sweets. We focused on increasing awareness of NHS 111 through face to face engagement and an interactive game.

“The themed pick ‘n’ mix is amazing! The pregnancy test eggs are so funny!”

“Feel Better yoga is such a good idea and the teacher is great”

“I just wanted to thank all of you for the Feel Better Leeds campaign. The campaign was excellently delivered by the team and one of my favourite campaigns that I’ve so far worked on”

Natasha Noor, NHS Leeds West CCG
  • 26% increase in knowledge of pharmacy services
  • 2,000 students involved in evaluation across three universities
  • 83% recall of campaign messages
  • 56,938 Facebook page impressions during the first rollout of the campaign
  • 4,379 page views on the campaign site
  • 544 Facebook page likes
  • 12 students employed throughout the campaign
  • Endorsement and support from 4 student unions; Leeds University Union chose to adopt the Feel Better brand as part of their suite of welfare activity aimed at first year students, Leeds Trinity distributed campaign materials to all first year students in halls of residence, and Leeds Beckett and Leeds College of Music took materials to distribute to students in halls and on campus
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