COVID-19 insight campaign
Working with Public Health Berkshire, we conducted insight research to inform a campaign to encourage adherence to COVID-19 guidance.
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The mission.
A campaign to encourage residents in Sheffield to consider all routes to urgent care before going to A+E / to their GP.
Sheffield NHS Commissioned Social Change to undertake a full social marketing campaign which used insight from new and existing research to inform a campaign targeted to residents of Sheffield to reduce the number of inappropriate visits to A+E & GP surgeries in the city.
The research.
To understand residents' attitudes and behaviour surrounding accessing urgent care services in the city.
For this project, we lead with the analysis of a combination of existing and new data gathered through a survey & interviews targeted to residents of Sheffield, ensuring data was collected from client-specified key groups. We identified several insights surrounding; awareness, knowledge of, and use of urgent care services within the city. This insight informed our design and marketing strategy.
The campaign.
We commenced a multichannel marketing campaign targeting residents in Sheffield which encourages residents to consider all their options to urgent care treatment before making a GP appointment or attending A+E. It also highlights less known urgent care services such as GP Hubs, Pharmacies, Walk-In Centre and Minor Injuries Unit, to raise awareness of the services and what issues they can treat.
186
local residents surveyed
Over 890,000
people saw the campaign after 8 weeks
Over 370,000
Reach after 8 weeks
Over 3,000
Clicks through to website after 8 weeks
