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NHS

What If…

What if... Official healthcare content was as relatable and viral as the latest social media trends?

What if... Official healthcare content was as relatable and viral as the latest social media trends?

What if... Official healthcare content was as relatable and viral as the latest social media trends?

Project Overview

Social Media Creative Direction & Strategy

Social Media Creative Direction & Strategy

Social Media Creative Direction & Strategy

Challenge

During the COVID-19 pandemic, the NHS sought to launch an innovative healthcare initiative to deliver actionable and relatable content digitally.

During the COVID-19 pandemic, the NHS sought to launch an innovative healthcare initiative to deliver actionable and relatable content digitally.

During the COVID-19 pandemic, the NHS sought to launch an innovative healthcare initiative to deliver actionable and relatable content digitally.

During the COVID-19 pandemic, the NHS sought to launch an innovative healthcare initiative to deliver actionable and relatable content digitally.

They needed a strategy that could leverage the resources of a single GP practice while engaging patients effectively through an omnichannel approach.

They needed a strategy that could leverage the resources of a single GP practice while engaging patients effectively through an omnichannel approach.

They needed a strategy that could leverage the resources of a single GP practice while engaging patients effectively through an omnichannel approach.

Inspiration

The rise of telehealth during COVID provided an opportunity for the NHS to explore more efficient ways of disseminating healthcare information.

The rise of telehealth during COVID provided an opportunity for the NHS to explore more efficient ways of disseminating healthcare information.

The rise of telehealth during COVID provided an opportunity for the NHS to explore more efficient ways of disseminating healthcare information.

The rise of telehealth during COVID provided an opportunity for the NHS to explore more efficient ways of disseminating healthcare information.

We recognized the potential to craft her platform as both a cultural commentary and a visionary beacon for future disruptors.

We recognized the potential to craft her platform as both a cultural commentary and a visionary beacon for future disruptors.

solution

I developed a multifaceted strategy that combined deep market research, cultural analysis, and scriptwriting tailored to specific societal needs. My approach included:

I developed a multifaceted strategy that combined deep market research, cultural analysis, and scriptwriting tailored to specific societal needs. My approach included:

I developed a multifaceted strategy that combined deep market research, cultural analysis, and scriptwriting tailored to specific societal needs. My approach included:

I developed a multifaceted strategy that combined deep market research, cultural analysis, and scriptwriting tailored to specific societal needs. My approach included:

Setting up and optimizing social media and digital channels for the GP practice.
Crafting culturally relevant healthcare content based on the needs of various societal strata.
Engaging patients with an omnichannel strategy that used viral content to drive awareness.

EXECUTION

Working with a legacy brand like the NHS requires a huge consideration for the brand's image. After months of research and getting the right approvals in place, we:

Working with a legacy brand like the NHS requires a huge consideration for the brand's image. After months of research and getting the right approvals in place, we:

Working with a legacy brand like the NHS requires a huge consideration for the brand's image. After months of research and getting the right approvals in place, we:

Working with a legacy brand like the NHS requires a huge consideration for the brand's image. After months of research and getting the right approvals in place, we:

Launched the initiative with carefully researched healthcare content delivered through a digital-first approach.
Leveraged viral techniques to create relatable, shareable content that resonated deeply with patients.
The initiative generated over a million views within the first month and produced a viral hit within just two weeks of launch, with the digital initiative continuing to gain traction.

HIGHLIGHTS

Healthcare content can be tricky to navigate, but the benefits of getting it right are huge.

Healthcare content can be tricky to navigate, but the benefits of getting it right are huge.

Healthcare content can be tricky to navigate, but the benefits of getting it right are huge.

Healthcare content can be tricky to navigate, but the benefits of getting it right are huge.

Culturally Tailored Healthcare: Crafted content that resonated with different societal groups, making healthcare feel personal and relatable.
Omnichannel Strategy: Integrated various digital platforms to deliver a cohesive experience, meeting patients wherever they were.
Patient-Centric Viral Content: By focusing on what patients wanted and needed, the initiative created a viral healthcare campaign that felt approachable and trustworthy.