Citizens Advice is a well known brand that has been making a significant contribution to millions of individuals and communities for over 75 years. Since 1939 – shortly after the start of WWII – they’ve focused on solving problems, ranging from handling the loss of ration books and locating prisoners of war, to dealing with housing enquiries and helping with debt and asylum issues.
To maintain their relevance and availability for future communities and respond to changes in funding, Manchester Citizens Advice has modernised the way they offer advice. By expanding phone and online services, alongside face to face consultation, Citizens Advice can ensure they continue to get to the people who need them. Thanks to a client introduction, Parker Design was given the opportunity to devise a campaign to raise awareness and give something back to the community in Greater Manchester.
In partnership with the local Clinical Commissioning Group, Citizens Advice Manchester recently launched a pilot propgramme across 10 GP surgeries in the city to promote in-situ direct dial phones that allow people to connect with Citizens Advice directly. The idea was to make services available where they were needed most, by connecting with people during a visit with their GP.
Often, people visiting a GP are experiencing a range of underlying issues that are not just health related. By having direct access to Citizens Advice, it is hoped that a GP’s valuable time will be freed up and that patients have easier access to a wide range of resources.
The approach to creating awareness for the campaign was simple and extremely effective: to ask GP surgeries to offer space in their waiting rooms where Citizens Advice could promote their services. Our creative team collaborated with the organisation to develop branding and advertising resources for the pilot scheme, including POS materials such as a display poster with integral Citizens Advice information leaflets. These were positioned next to a direct line phone. The solution is helping to encourage people in the community to access help in different ways and raise the profile of the already very well known brand.
In a busy waiting room environment, where patients are exposed to a huge variety of messages, the campaign ensures information about the scheme is accessible, self explanatory, and stands out from the crowd. The visuals clearly outline what the service offers. Adhering to strict NHS guidelines, the creative also lets the pilot scheme announce itself without taking up too much space. If successful, the pilot scheme will roll out to additional GP surgeries across Manchester.
As this pro bono project is part of Parker Design’s on-going commitment to supporting access to healthcare and education resources in our local community, our creative team carefully crafted the campaign to ensure that all costs were scalable for the organisation if it expanded, including printing. We also were able to negotiate a rate with one of our trusted suppliers to make the project more affordable.
While the organisation received the same care and attention that we would provide to any client, everyone involved with this effort felt very close to the project and definitely felt good about contributing to the success of a scheme that would benefit so many in need.