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

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