NHS Alcohol Campaign

NHS Alcohol Campaign

Branding / Design / Print / Photography

BRIEF:

NHS Leicester City embarked upon a social marketing project to help reduce alcohol-related hospital admissions in the city. Their aim was to get people to change their behaviour towards alcohol. The objectives of this project included raising awareness of the health side effects of excessive drinking, raising awareness of the recommended drinking levels. Also to encourage people to cut back on the amount they drink and to direct people to local sources of information, advice and support.

SOLUTION:

CLIP was commissioned to create a theme and style for this campaign as well as organising a photography shoot, produce branding, design, advertising and print of all literature. The photography aspect of this project was fundamental to the success of this campaign as the images would be used as the basis for the design. We opted to use ‘realistic’ looking models and a style of photography which would connect with the target audience. This was supported by high-end image editing as well as design and print of a 12 page booklet, A5 flyer, bus advertising and banners.

RESULT:

The result of this campaign included a very successful implementation of on-location photography, high level of image editing and a clear portrayal of the campaign messages. The team at NHS Leicester City were very happy with the photo shoot and the overall design and campaign materials. Not forgetting to mention that the design and print of all marketing literature was on time and within budget.






NHS Alcohol Campaign


NHS Alcohol Campaign

Pre-planning stage - mood board exploring ideas.


NHS Alcohol Campaign

Pre-planning stage - defining photography styles, techniques and culture which appeals to the target audience


NHS Alcohol Campaign

Suggested photographic styles. The mood boards helped both the NHS and CLIP visualise the finished feel of the photography


NHS Alcohol Campaign

Mood board exploring before and after concepts


NHS Alcohol Campaign

Chosen photograph: Male - casual drinking scene


NHS Alcohol Campaign

Chosen photograph: Male - the effects of long-term casual drinking


NHS Alcohol Campaign

Chosen photograph: Female - casual drinking scene


NHS Alcohol Campaign

Chosen photograph: Female - the effects of long-term casual drinking


NHS Alcohol Campaign

Creation of artwork on screen


NHS Alcohol Campaign

Printed booklets, print run of 5000


NHS Alcohol Campaign

Front cover using male image

Printed booklets – 12 pages A4, full colour, staple bound


NHS Alcohol Campaign

Contents page of booklet. photograph used from 'bar scene' photoshoot


NHS Alcohol Campaign

Page 3 of booklet - photograph taken from 'hospital' scene photoshoot


NHS Alcohol Campaign

Pages 4 and 5 showing units of alcohol per drink


NHS Alcohol Campaign

Centre of pages of booklet, data broken into male and female sections


NHS Alcohol Campaign

NHS Alcohol Campaign


NHS Alcohol Campaign

Back cover of booklet using the female focused images


NHS Alcohol Campaign

Design and print of 50,000 A5 flyers


NHS Alcohol Campaign


NHS Alcohol Campaign


NHS Alcohol Campaign


NHS Alcohol Campaign

Bus Advertising – female version


NHS Alcohol Campaign

Bus Advertising – male version




 

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