Intro

Avon and Wiltshire Mental Health Partnership NHS Trust (AWP) provides healthcare for people with serious mental illness, learning disabilities and autism in inpatient and community-based settings. They service a population of around 1.8 million across Bath and North East Somerset (BaNES), Swindon and Wiltshire, and Bristol, North Somerset, and South Gloucestershire. 

With over 5000 members of staff spread across the regions, there is an increased focus on pulling together a team that feels united in what they do, and how every single member of staff plays an important role in providing ‘high quality compassionate care’.

Listen

This particular brief came through with a number of core objectives:

Communicate with staff to drive behaviours of doing the basics and fundamentals well, and by doing the things that matter to people it will lead to a feeling of collective achievement and by becoming part of the every day employee experience, create a sense of pride that AWP is a great place to work.

The video was to be used as a key recruitment and retention tool with a tone to display natural emotion that will resonate with staff.

Create

JMP has worked with AWP previously but this project was working with a new senior team, a recently launched new strategy and a renewed focus across the business. It was important that we as a team understood this direction and spent time with the AWP team to understand. 

Following a workshop with key stakeholders across AWP which touched upon tone, messaging, creative direction and what matters most for the final deliverable it was settled that this video needed to stand out from what people may expect from an NHS advert. We needed to remove any corporate language or branding, have bravery using the AWP brand and a collective decision that animation was the best way to do this. 

From workshop to creative brief to creative concepts we developed the storyboard and script working alongside the AWP team to ensure the DNA was consistently coming through.

Deliver

AWP has run a month-long campaign highlighting those things which contribute to a positive culture and staff experience.

Called ‘We Are AWP’, the campaign also included the final animation which describes what a positive experience looks like for them.

The final animation will be used across website and digital channels, staff inductions and onboarding as well as future recruitment campaigns.

What they said

“The services you have provided the team have been fantastic and greatly received by the wider Trust. We highly value your innovative thinking, efficient communications and continuous advice throughout the creative process – we’ve learnt a lot from yourselves and we continue to look forward to collaborating with yourselves on our upcoming projects” Jess Ashley-Stokes, Communications Specialist, AWP

Services Used

Motion Graphics Video Strategy Creative Scriptwriting

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