Miller were approached by Four Cymru (a communications agency with whom we have conducted a number or projects over the years), at the beginning of 2016 with a view to assisting in the development of a communications campaign on behalf of Public Health Wales. Given our recently completed (and award-winning) work on the In One Place Programme for the Aneurin Bevan Health Board and the work we did to input into the Wellbeing of Future Generations Act which became law 12 months ago, we were keen to become involved.
Health is a very topical subject at the moment. Good news arrived this morning by way of the announcement of falling levels of the rate of dementia amongst men. A couple of weeks ago the headlines were focussed on the furore over the disability benefit announcement. Also in the last few weeks there has been news of alarming rises in levels of obesity, and preceding this were discussions of the value (or not) of a sugar tax. How these announcements are managed in the context of impending decisions on our future in Europe, the continuing background of austerity, and elections to boot is challenging even to the most able and experienced politicians.
Amid this noisy backdrop, Public Health Wales will be wanting to communicate the ambitious public health campaign underpinning United in Improving Health.
Learning contributing to this work has been gained from campaigns made on the international stage, such as ‘A Healthy Victoria’, referring to the Australian state, where a programme was launched encompassing the home, (’create better health for those around you’), workplace (keep workers healthy and happy’), community (‘you can make a big difference’), in your state (‘your influence can help many’), all encapsulated in the phrase ‘you have the power to create healthy change’.
A similar programme is desired for Wales, aimed at the general public, but, critically too, at organisations who are in a position of influence.
Over the course of the last few months, Miller have been working with Four Cymru to develop creative concepts for potential use for the United in Improving Health campaign.
Four Cymru carried out some initial research amongst partners, and then developed over 50 potential creative routes. Once reduced to a manageable number after consultation, Miller conducted a number of face to face depth interviews, telephone interviews, focus groups, and a stakeholder workshop. Within our sample we ensured representation of native Welsh speakers, small/micro businesses, ‘mainstream public’ and some unemployed / from lower socio economic groups. The final stage of the research was to hear the views of stakeholders.
As is often critical to ‘good’ qualitative research, a key finding was not which of a total of five concepts ‘looked’ the best, or even which had the clearest message, but how effectively the different concepts targeted either members of the public, or organisations, or both.
This stage of the research is now complete and the client is entering negotiations with its partners to finally fine-tune what it is they want to say, and to whom. Once this is agreed, a further round of creative work (and possibly research) will be taken with a clear vision and mission behind it prior to its launch.