Home for Lunch
Autumn 2023 - H&W Integrated Care Board
Have you ever been sat waiting for someone or something, staring longingly at the clock on the wall, desperate to be somewhere else?
We think it’s safe to say that we’ve all been in a similar situation at some point – it's not a nice feeling.
This was this feeling at the centre of the H&W ICB’s ‘Home for Lunch’ campaign in Autumn 2023. A very important cause, which warranted a tactful approach.
This is where we came in.
The problem : appealing to empathy
Our client, Herefordshire and Worcestershire ICB, needed to tackle a common problem occurring in hospitals across the UK – the matter of patients waiting to be collected long after their discharge from hospital, as their loved ones are not able to collect them.
This issue causes problems for multiple reasons – waiting beyond discharge can have negative impacts not only on the patient’s mental and physical health, but it can also put further pressure on our already strained hospitals, and therefore also negatively impact other patients by potentially delaying the care they need to receive.
As you can probably imagine, this was a tricky strategy to draw up. We needed an appeal to friends and family members which was empathetic to both sides of this issue, but which ultimately emphasized its bleak reality to encourage more urgency around hospital pickups.
The Solution.
So, we decided to centre our campaign around something we can all relate to – the things which make us want to go home.
For some people, it could be making memories with their children or grandchildren, for others, it could be to see their beloved pets after time sadly away from them. We all have that thing which makes home home. After all, this is really what ‘Home for Lunch’ is all about.
Our aim was to give people an emotive insight into the things which their loved ones might be longing to come home for, whatever it might be.
The campaign.
‘Home for Murphy’ was a client favourite (named after the late, beloved furry friend of one of our account executives), but other assets included home for Jasper the cat, home for loved ones, home for special meals... we could go on, but we’ll just show you:
This campaign ran across print, digital and out of home—and reached well over 550,000 patients in the first 14 days alone.
We created a wraparound strategy for this campaign, including posters and other in situ collateral to support internal communications, plus proactive digital marketing across Facebook, Instagram, Spotify, and YouTube, a Google Search campaign that targeted patients seeking information on when they could expect to go home. We also secured strategic print buys in local press around the campaign launch, as well as bus shelter and totem spots in coordination with local councils.
Meta - 185k patients reached
Youtube - 26k patients reached
Spotify - 6k patients reached
“A huge thank you to Katie and her team. Remedy attended our project group and delivered a social media and comms strategy that exceeded any of our expectations. We have been blown away by the posters and video she has created!”
- Ash Crombie, Deputy Director of Nursing and Quality, NHS Hereford and Worcestershire.
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