Joy Case Study: an NHS multi channel campaign

Case

In 2024, we embarked on a groundbreaking journey with the NHS, supporting the launch of "Joy," a social prescribing service for GPs and patients in Leicestershire and Rutland.

Our brief was to plan and execute a 4-week campaign to bring Joy to market. Our primary audience was the end user, with medical professionals - particularly GPs - being the secondary audience.

To launch Joy and create an impact, we rolled out an out-of-home media campaign, featuring 14 print and digital screens across Leicester.

We complemented this with a social media campaign, which included posts on NHS channels, paid ads, and a toolkit designed to engage employees and partners.

PR efforts wrapped it up with case studies highlighting key personas and reinforcing the core message.

Answer

The campaign was built around the core message that health care should be as unique as the individual. We used warm, relatable stock photography in a grid format to visually depict people’s journeys with Joy, combining visuals and copy to tell these stories. Phrases like “safety net,” “community,” and “anchor” captured the essence of Joy while adding a personal touch.

To ensure the campaign resonated locally, we researched common names in Leicestershire and combined these insights with local data. We analysed consumer behaviour to understand the specific needs of people in Leicestershire and Rutland. Generative AI helped us create moodboards and refine ideas before settling on the final concept.

The chosen theme, "Find What Matters to You," focused on individual journeys and the emotions felt after using Joy. To ensure authenticity, we drew on demographic data - age, background, and local names. The campaign tackled a range of issues including mental health, menopause, anxiety, and money worries, reflecting the diversity of the community. Focus groups provided valuable feedback from those who would benefit most from Joy.

AI tools like heat maps and eye-tracking technology ensured designs were clear and engaging. We distributed printed materials to local GP surgeries and community centres to reach a wider audience.

Results

The results speak for themselves. Our digital campaign achieved over 960,000 impressions to the local community. More than 10 times our KPI, significantly boosting brand awareness.

With 12,500+ link clicks at an average cost per click of just 32 pence, which is 50% less than industry benchmarks, we demonstrated both effective targeting and compelling ad content.

There are now over 600 suppliers using Joy since launch in the local area.