NHS
Carrot, not stick - for sustainability
University Hospitals of the North Midlands NHS Trust (UHNM).
The Challenge - multi million pound utility bills, across 2 sites and 10,000 staff.
Objective - make better use of funds without adversely affecting patient care or staff.
Thinking - educate and then encourage individuals to take actions (however small).
Execution - bring the campaign to life by combining illustration with well researched stats.
Having refined the brief we set about the creation of a flexible advertising campaign format that would work across all physical and digital media. It needed to convey multiple messages whilst using consistent branding & design.
Because our plan was to educate on sustainability in order to change behaviours - the idea of SWITCH was agreed:
Switch - the way you think about energy
Switch - the way you think about water
Switch - the way you think about transport
Switch - the way you think about waste
Switch - the way you think about patient care
There is also the immediacy of Switch - take simple action now and you can help make a big difference.
With the name approved we built a sustainability themed brand identity around Switch and used it as a common thread throughout the campaign.
Separate advertising campaigns were created for energy, water, transport, waste and patient care. As you can see, we used a vibrant style of illustration to bring the main issues to life, to drive consistency and to give stand out in the world of the blue & white NHS.
Result
Our ‘SWITCH to a Sustainable UHNM’ campaign was successful at The National NHS Sustainability Awards.
Branding
Illustration