Following a successful rebrand, NHS, APA decided to develop a national campaign to highlight the effects of stigmatising language and attitudes to those who experience addiction. The campaign focus was to encourage individuals to look beyond addiction and to see the person behind it. It also aimed to break down the myths and misconceptions around addiction demonstrating it is both a mental and physical health condition and not a person's choice. 

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Working within a team of marketing professionals and specialists in animation, I conducted in depth research which included attending seminars, conducting online polls and hosting interviews with medical professionals and patients which allowed me to identify potential barriers that may be in place.

 

I used the findings from the gathered data to develop and design a successful marketing strategy, social media strategy, build a micro website and design downloadable digital documents including campaign papers, campaign research and campaign assets.

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As the aim of the campaign was to change the way people viewed addition, applying Behaviour Change principles was the main focus throughout.  It was important to be clear from the earliest stage about what success looked like. This ensured there were no barriers that allowed the user to "give up" or disengage with the messaging.

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Myself and the team delivered a successful campaign that brought value and ensured the audience felt positively about their new behaviours and continued to feel motivated and engaged.