Leeds-based digital marketing agency Bolser has launched an integrated marketing campaign for Leeds Teaching Hospitals NHS Trust to advise people on how to keep well in the run up to surgery.
Bolser supported the Trust with the creation of its ‘Shape Up 4 Surgery’ campaign, which aims to reach people from a diverse range of backgrounds and demographics across the region.
This included the development of a brand identity, key messaging and the design and user journey of an accessible website, after winning a competitive process.
In addition, Bolser designed and produced print assets including van wraps and bus vinyls, a variety of social media assets and a two-minute animated video for use on digital advertising boards in Leeds city centre.
Shape Up 4 Surgery promotes the importance of getting in shape before surgery, both physically and mentally, as this can positively impact both surgery and recovery.
It focuses on four key areas – physical, lifestyle, awareness and next steps – with easy to access information and guidance on how to prepare for planned surgery. Visitors to the website can meet the pre-assessment team, hear from surgeons and anaesthetists, try some of the exercise and lifestyle tips or refer themselves to a specialist support service.
Sophie Blow, clinical lead at Leeds Teaching Hospitals, said: “We realise that coming into hospital for surgery can be extremely daunting and a complete unknown for many. With our Shape Up 4 Surgery campaign, we have tried to put a friendlier face on surgery and provide plenty of resources to help people feel more confident, aware and in control of getting themselves ready.
“We know from our data that being in the best shape possible, both physically and mentally, has a big impact on positive outcomes for surgery.
“Supporting people through their preparation and encouraging them to get on board with their health were the main drivers for this campaign, which has reached across Leeds and beyond to some of the key areas of the country where people travel from for surgery.
“We’re really pleased with the campaign, which has got off to a great start. We hope that it can grow and expand from here to have the biggest impact possible on people’s health and on their experiences when accessing surgical services.”
The campaign’s core areas formed the basis for the creative concept development and design work Bolser delivered, with the agency creating a PLAN acronym which serves as the basis for the campaign’s creative assets across channels.
Bolser managing director, Ashley Bolser, commented: “We were very pleased to be appointed to deliver the Shape Up 4 Surgery campaign. Anyone who has experienced surgery knows they want to get back to normal as soon as possible, and the campaign is aimed at achieving that goal.
“I’m proud of the team at Bolser for devising a campaign which intelligently leverages traditional, digital and social media channels to reach and engage a diverse range of communities.
“The same team is now helping implement the activity and everyone at the agency is taking a great deal of satisfaction from knowing what we are doing can make a real positive difference to people’s lives.”
