When it comes to engaging with a huge audience, you need to make sure your message is clear, easy to understand and instantly recognisable. That was the challenge ahead of us when we began work on a promotion for NHS South West Essex.
The challenge was made even greater as the campaign needed to raise awareness of the availability of NHS dentists – a medical profession that is surrounded by both fear and urban myths concerning long waits on a complicated register.
The first step in the campaign was to hit homes across the region – which stretches from Brentwood to Thurrock, Billericay to Basildon – and so a high impact newspaper wrap was developed maximise the spread of information and create a ‘spread the word’ buzz about how easy it is to get NHS dental care.
This ‘teaser’ campaign would then pave the way for a sustained marketing push, taking place throughout 2009.
Our creative design and publishing teams worked together, alongside the client, to develop a bright, friendly character to figurehead the awareness campaign, as well as fresh, instantly recognisable strap-lines that grab people’s attention.
The flexibility of the newspaper wrap allowed us to create two impossible-to-ignore covers, as well as include plenty of essential information on the inside covers – including a map of the region and a host of essential FAQs to give interested residents all the information they need.
The preliminary stage of this campaign has now officially launched, with homes across Essex receiving their first glimpse of the new face for South West Essex dentistry.
