Driving behaviour change for a newly smoke-free NHS Trust
Driving behaviour change for a newly smoke-free NHS Trust.
Challenge
To promote the new smokefree policy from the Leicestershire Partnership NHS Trust (LPT) and address potential concerns from both staff and members of the public.
Working closely with the in-house communications team to promote the new policy and address potential concerns from both staff and members of the public, we were asked to create engaging social media video content for LPT’s website, social media channels and staff meetings.
Solution
We were keen to demonstrate the impact that smoking can have on someone’s life and the life-changing potential of quitting. We used our knowledge as a healthcare marketing agency to conduct behavioural science backed research.
Our research included:
- Interviewing the CEO, Chair and smokefree team about the changes
- Interviewing staff and patients
- We then collaborated with the Mental Health Arts Group to film a creative writing session in which service users described their relationship with smoking
The resulting personal stories made a compelling case for change that led the way in internal meetings to state the case for change. This was supported by a video for staff and one for the public. Several short quotes were hand-picked to be used on social media to build awareness of the change.
Impact
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As part of the full package of posters, briefings, e-newsletter ‘takeover’ edition and social media posts, the service user stories, staff film and public information video were shared on the website, on LPT’s Facebook, Twitter and YouTube channel
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The smokefree videos on LPT’s YouTube Channel had been viewed more than 300 times within three days of the policy going live
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Best of all, we won Gold in the CIPR Midlands PRide Awards for STEM Campaign