A recent research study estimated that the annual NHS cost of managing wounds and associated comorbidities is £5.3 billion. That’s comparable to the £5 billion spent on managing obesity. It’s time to rewrite this story – for good.
When eight healthcare charities and not-for-profit organisations agreed that there was a need for a change in the way people approached and talked about leg and foot conditions, they formed a coalition: Legs Matter. By working together to increase awareness, understanding and action amongst the public and healthcare professionals, they’ve turned up the volume on their communications and supersized their impact.
Pink Marketing asked us to help create a brand, identity and website for Legs Matter, the coalition set to solve one of the biggest health challenges of our time.
With the help of our lovely partner Emmie Spencer we kicked off with a series of strategy workshops with the key stakeholders from each organisation. These allowed us to map the scale of the problem and assess key audience and user needs before co-creating the campaign personality. Armed with a wealth of valuable research we shaped a campaign positioning that was fresh and positive, despite its serious message.
Next, we got stuck into the website. It was vital that the site was user friendly, so we plotted a whole host of user journeys through the website to create the information architecture. We then designed a website user interface with W3C principles at it’s core, and supported the planning and design of the website’s content.
Photographs of wounds and wound management can be confronting, but we knew that images of real patients’ legs would bring the subject to life. To that end we managed and directed a fantastic photoshoot, with the very talented Jonty Tacon behind the lens.
Such an important campaign deserves a multimedia platform. By rolling it out across a whole range of on and offline media we ensured it would reach as wide an audience as possible.
Our talented friends over at Plume Animation created this fun video to launch the campaign. It’s attention grabbing – in a good way.
The website is Legs Matter’s flagship piece of communication. It’s a one-stop-shop, incorporating practical advice and support for both healthcare professionals and patients, and providing sign-posting to other helpful guides and services. The content isn’t blog-based pseudo-science – it’s evidence-based, reliable information that has been carefully curated and presented by the coalition stakeholders, who are all experts and thought leaders within their field.
From coding to design and content, we helped the team at Legs Matter make the website accessible to everyone. We also added a tool-tip glossary for those moments that only one of those tricky technical words will do. We made sure that the tone and language of the glossary was really easy to follow and understand.
For the user interface (UI) design we adopted similar standards as .gov and NHS Choices. We kept the space clear and simple, enabling users to focus on the content without getting distracted by unnecessary garnish and graphics.
— TissueViabilityTeam (@TVN_UHCW) April 25, 2018
— Solent TVNs (@SolentTvns) April 25, 2018
We liked: helping bring to life a campaign that has the potential to dramatically change people’s quality of life. Hearing the first-hand stories of the patients we photographed was a mix of inspiration and heartbreak.