NHS launches Cornwall campaign to improve communication in shared care environments
The Cornwall and Isles of Scilly NHS Primary Care Trust has launched a new focus group-driven campaign titled “TLC – Championing Dignity Respect” with staff and patients to encourage a better standard of communication in shared care environments.
The campaign follows research conducted by the Trust which indicated that improvements in dignity and respect in shared care environments should be a core aim for 2011.
The campaign was created by Cornish creative agency, Gendall, who provided the naming strategy, campaign messaging, and brand, as well as merchandising concepts and photography.
Jason Salisbury, creative director at Gendall, explained that the company’s involvement helped the NHS create a memorable and engaging brand that has potential for a national roll-out.
“We have been working with the Primary Care Trust team from the ground up,” he said.
“We led five focus groups through Cornwall discussing with patients, doctors, nurses, carers and management staff the core problems that affect dignity and respect.”
Participants in the focus groups were involved throughout the design process, giving feedback and being involved in the photography to give it a personal touch.
“Our research uncovered that the campaign needed to open clear, honest communication and encourage human contact between staff, patients, carers and people in care environments,” xplained Salisbury.
“The badge-like design is an indicator to show the wearer embraces the values of dignity and respect and is willing to share some Tender Loving Care.”