Published Tuesday, 10th May 2011
Spreading a little TLC in the NHS
TLC - Championing Dignity Respect is a focus group driven campaign with staff and patients to encourage a better standard of communication in shared care environments. Freshly launched this month we have been working with the Primary Care Trust team from the ground up. We led five focus groups through Cornwall discussing with patients, doctors, nurses, carers and management staff the core problems that affect dignity and respect. Our research uncovered that the campaign needed to open clear, honest communication and encourage human contact between staff, patients, carers and people in care environments. The badge-like design is an indicator to show the wearer embraces the values of dignity and respect and is willing to share some Tender Loving Care.
The participants in the focus groups have been involved throughout the design process, giving feedback and being involved in the photography giving it a personal and real delivery.
From the naming strategy, campaign messaging, and brand right through to merchandising concepts and photography our involvement helped the NHS create a memorable and engaging brand that has potential for a national roll-out.
|Initial sketch ideas for the application of the TLC brand|
|NHS staff and patient photography|