We worked alongside Aut Even Hospital, Kilkenny to create a campaign to inform their patients about the safe reopening of the private hospital after the Covid19 outbreak. The objective for this campaign was clear and reassuring communication. During such a transitional period, it was key to strike the balance between efficacy and empathy for this campaign.
We had to design specifically for our target audience in mind at all times, a diverse range of private patients. Considering the multiple target audiences ranging from young to old, it was essential this campaign was Omni Channel, this ensured that the message would reach the diverse range of audiences on their preferred touch points. For example, some patients spend a lot of time on social media while others were engaged in newspapers or radio, so it was essential we catered for all touchpoints.
Having an Omni Channel approach required a seamless, integrated, engaging and creative combination of both print and digital elements. These elements needed to remain consistent and recognisable across all platforms and touch points. This included campaign design, messaging, icons, website banners, posters, social media graphics, newspaper adverts, radio adverts, internal communications and letters to GP’s.
We wanted to move away from using predominantly ‘Covid yellow’ and decided to tie in with their branding using variations of blue throughout. This indicated a clean medical setting while also being calm and reassuring. The messaging was warm and friendly whilst also being informative and providing the public with confidence to return to the hospital for private appointments.