Challenging perceptions

The Catterick Integrated Care Centre

Project Support: 6 week communications campaign

Campaign strategy · Content creation · Photography · Graphic design · Meta advertising · Organic social · SEO · Reporting

The challenge

A unique combination of NHS and MOD services, the Catterick Integrated Care Centre was being developed to bring health and care services together for the local community. But with different services, audiences and some misconceptions about what the new centre would offer, there was a need to make the story clearer.

The challenge was to improve understanding of the centre and reach both the civilian and military communities around Catterick with clear, relevant messaging, all with a very limited campaign budget.

My role

Working closely with the Catterick team, I developed Uniquely Us, a six-week myth-busting campaign built around local people and five key messages about the new centre.

Starting with a Content Day, I photographed local residents and Military personnel, who became the face of the campaign. I then designed the campaign graphics, worked with the team to agree MOD and NHS approvals and coordinated the printing of the materials needed for the community roadshow events.

Alongside the creative work, I managed the campaign's organic social media and Meta advertising, monitoring performance and reporting on the results throughout.

The roadshow events were managed and delivered by NHS and MOD staff, taking the campaign into local communities and creating opportunities for face-to-face conversations.

6 week results

89,882
People reached

165,893
Campaign impressions

1,733
Website visits

1.04%
Click-through rate

£0.23
Cost per click

£400
Meta ad budget

Uniquely Us is a good example of Project Support in action; a defined marketing challenge that needed an idea, a plan and someone to bring the different pieces together.

The Content Day gave the campaign a bank of original photography, while the simple graphic approach made the key messages easy to understand across social media, the website and printed materials. Using local people as the face of the campaign helped make the messaging feel more relatable and relevant to the communities it was aimed at.

The campaign reached almost 90,000 people across Richmondshire and Catterick, generating 1,733 visits to the campaign website. The Meta campaign delivered a 1.04% click-through rate at a cost of £0.23 per click, with just £400 invested in paid advertising. Alongside this, the campaign went beyond digital, with 11 community roadshows delivered across civilian and military communities, engaging around 400 local residents in person.