Llais: Your voice in health and social care
Replacing the board of Community Health Councils (CHCs) and seven CHCs, we launched Llais, the new citizens voice body for health and social care in Wales.
We developed and delivered a bilingual integrated communications campaign across paid, earned and owned media to raise awareness of the new body and encourage volunteer sign ups.
Objectives
- Create campaign assets and marketing materials, based on existing Llais brand guidelines and key messages
- Work with stakeholder and partner organisations to engage and recruit volunteers for Llais and invite members of the public to share their views on health and social care in Wales
- A high profile PR campaign (earned media) to launch Llais and drive traffic to the new website and social channels to encourage the Welsh public to interact with the new organisation
- A paid for national online media campaign to raise awareness of the organisation and drive website traffic
- Create high performing content for owned channels to drive traffic and encourage engagement
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bespoke graphics created for stakeholder organisations
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impressions across all social media platforms
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opportunities to see
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total website clicks from paid media and social ad campaigns
Content from the Campaign
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To launch Llais across Wales we devised and implemented an integrated communications campaign through paid, owned and earned media. This included:
- Developed media relations packages including a launch press release, letter to editor campaign, a thought leadership piece, and media briefing to engage with print and broadcast media – resulting in 26 pieces of media coverage and 3.68M opportunities to see.
- Launched an audio ad campaign to run across Spotify and regional and community radio stations to reach the digitally excluded with 97% of listeners listening to completion and reaching 353,406 people.
- Produced a short 30 second bilingual and BSL (British Sign Language) animated film detailing what Llais is and explaining how viewers can engage with the service. The animated film was used in a YouTube ad campaign targeting 18-65+ year olds living in Wales and generated 1,869 clicks to the Llais website.
- Launched a bilingual digital ad campaign across Instagram, Facebook and YouTube using bespoke graphics and an animated film that reached 764,162 users and received 2.7M impressions across all platforms.
- Out of home billboards across 10 key areas in Wales, 124 bus rears, A5 door drop flyers delivered directly to 147,108 households and bespoke pharmacy bags and posters placed in 125 pharmacies across Wales to reach the 65+ and younger audience of paid and unpaid carers/advocates.
- Developed a bilingual toolkit containing 47 bespoke graphics translated into 15 languages to engage with stakeholders and partner organisations with 32 partner organisations sharing with their wider networks.
