Leeds agency's integrated campaign to help patients prepare for surgery

Charlie Spargo's picture
by Charlie Spargo
Shape Up 4 Surgery

Leeds digital agency Bolser has launched an integrated campaign for Leeds Teaching Hospitals NHS Trust to help patients stay well as they plan for surgery.

'Shape Up 4 Surgery' aims to reach people from a diverse range of backgrounds across the region, and includes a new brand identity, key messaging developed by Bolser, and the design of an accessible website. There are also van wraps and bus vinyls, social media assets, and an animated video for DOOH locations.

The campaign promotes focusing on physical and mental wellbeing in the lead-up to surgical procedures, both of which have a positive effect on outcomes. Focusing on 'physical', 'lifestyle', 'awareness' and 'next steps', it provides easy access to information from specialists, activity and lifestyle tips, and referral options.

"We realise that coming into hospital for surgery can be extremely daunting and a complete unknown for many," said Sophie Blow, Clinical Lead at Leeds Teaching Hospitals. "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.

“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.”

Ashley Bolser, the agency's MD, added: “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."

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