After the dust had settled on the HSJ awards ceremony in Park Lane London, the ocean70 team and the communications team from NHS Greater Glasgow and Clyde (NHS GGC) headed back home with the 'Best Communications Award' for their work on the NHS GGC modernisation programme. Collected on stage by Ally McLaws (Director of Corporate Communications) and Sandra Bustillo (Director of Communications - Acute), then nicely tucked away in the suit carrier!
Our brief was to create a memorable integrated campaign that would educate, not alienate, the staff and patients whilst informing and educating the general public and national press.
The campaign spanned two creative stages. Stage one introduced the need for change using strong imagery of working nurses and doctors against aging buildings endorsing the slogan '21st Century Medicine, 19th century Hospitals'. Stage two introduced visuals of two new major out-patient hospitals, the New Victoria and the New Stobhill. 3D CAD visuals held by 'real' people were used with the tagline 'Delivering Better Health'.
Each creative stage expanded across an integrated media platform that utilised 48 sheets, internal large format, ad-trailers, inflatables, leaflets, hospital PoS, press advertising and a DVD distributed to over 15,000 people in the target area.
Managing Director Scott McBride commented, "this is a fantastic award for the agency and a National commendation for the NHS GGC Communications Team. The task was massive, with such a contentious issue we were tasked to deliver creative impact, knowledge transfer as well as fast, efficient and knowledgeable media and production planning. We were and are delighted to have worked on the campaign, one that penetrated the heart of the target market whilst delivering key 'calls to action'. So much so they have now been incorporated into the full marketing and PR machine".
