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NHS

 

Background

The uncertainties of the last few years - from covid coughs to the cost-of-living crisis - have hit hard.

We’ve lived through more globally significant events than some generations will have seen in a lifetime. It’s been challenging, to say the least.

But there’s always a bright side. Over the past few years, talking mental health has gone mainstream.

There’s been a huge push to de-stigmatize mental health conditions and encourage people to seek the support they need. This, among other factors, has led to an increased demand for Mental Health Services in the UK.

South London and Maudsley NHS Foundation Trust provide the services these communities need.

They provide the most comprehensive range of NHS mental health services in the UK, covering everything from gender dysphoria to bipolar disorder. The work they do is vital to the health and wellbeing of their local population - a community of just under 2 million people.

 

The Challenge

South London and Maudsley NHS Foundation Trust came to us on a mission to become the best known and most respected mental health service provider in the UK.

Conversations around mental health have never been more open. Many are now turning to social platforms to educate themselves, learn how to manage their wellbeing and support those around them. Despite this, South London and Maudsley NHS Foundation Trust was struggling to connect with communities online.

Our goal was to create a social strategy to boost reach, encourage engagement and maximise growth; raising awareness of the services they offer and showcasing the incredible impact they’re making on people’s lives.

The Insight

Our research identified four core areas to improve for growth: content, metric prioritisation, targeting, and design guidelines.

The team was struggling with content overload - focusing on pushing out regular organic updates to chase low quality engagement with little tangible impact.

By pursuing a micro-targeting approach, they were overlooking opportunities to connect with key audiences. We recognised an opportunity to widen their net and create content that reflected the diverse range of stakeholders engaging with their services.

Without clear design guidelines, their pages lacked a unified, defining identity. To raise brand awareness, we needed to create content that stood out from the crowd.

The Solution

We were excited to give South London and Maudsley NHS Foundation Trust the step-up they needed to skyrocket to success.

Creative delivered an iconic visual identity to help them cut through the noise. Bright colours, bold text and eye-catching visuals allow their team to deliver important messages with real impact.

We recognised the need to educate and empower the team to help them maximise the impact of their channels. We delivered training sessions to refresh skillsets and equip the team with the skills they need to succeed.

Alongside this, a strategy playbook identified the most effective approaches to move their social platforms forward.

The Results

“Our aim was to develop a social media strategy to increase awareness of our work, the mental health services that we offer and the impact the treatment and care our staff provide makes on people’s lives.

Media Bounty took the time to fully understand our brief and the complexities of our organisation and produced a considered and strategic approach to help us engage with our target audiences – from people who use our services, our communities and our partners in the health and social care sector.

The team took on board our brand guidelines, delivering original, creative concepts, a thoughtful and considered tone of voice for our platforms and clear guidance for community management and media planning. This is helping us to build a defined identity in a crowded space.

The Media Bounty team were responsive, insightful and creative – we’re so excited to see how our engagement with our audiences develops.”

Olivia Lerche, Acting Head of Communications & Campaigns

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