A personal approach to Making Every Contact Count
We are privileged to have recently worked in collaboration with the Champs Public Health Collaborative to deliver a multi-channel campaign for Making Every Contact Count (MECC).
What is MECC?
MECC is a behaviour change approach that encourages people to make positive health and wellbeing choices through individual, organisational and environmental interactions. It is a quick and simple way for all NHS, local authority, community and voluntary staff to signpost people to various services (e.g. stop smoking services) and make a big difference to people’s lives through little chats.
Why is it important?
In the UK, long-term diseases such as asthma, diabetes and cancer are strongly linked to well-known behavioural risk factors (i.e. smoking, alcohol consumption, being overweight). Such diseases are easily preventable through simple health and lifestyle changes, which would not only improve the lives of many, but also reduce hospital admissions and prevent premature death. Therefore MECC’s primary focus is on prevention, by giving staff the confidence and the skills to have healthy conversations and signpost people to the appropriate services, a positive outcome for both individuals and the NHS can be achieved.
We were commissioned to create and deliver a communications strategy, overarching brand identity and campaign to raise awareness of MECC and the importance of embedding it into the everyday practice of NHS, local authority, community and voluntary staff.
How we did it:
An initial phase of desk research and engagement with frontline employees and senior stakeholders provided a firm base of evidence from which to build our approach, along with an active group through which we could test our creative concepts and campaign plans throughout.
This allowed us to develop an integrated communications and engagement strategy that would guide the campaign. This was based on an overarching campaign at a regional level, that was combined with a campaign toolkit for local organisations to implement to meet their local priorities. Given the scale of the ambition of the programme, it was vital for the strategy to articulate how it would engage with organisations at multiple levels to achieve buy-in at a senior level and encourage activation on the front line.
The hand-drawn/written style was developed to give the campaign a personal look and feel, embodying the concept of MECC as a friendly, informal and conversational approach to helping people make positive changes to their lifestyle. A very bright and bold colour palette was selected, as an alternative to a typical toned-down corporate colour scheme, to provide stand out amongst the rest when displayed in a range of health settings.
At the heart of the campaign is the MECC Moments website – an engaging digital hub that provides a simple service directory, for staff and volunteers to use as a tool to support them when signposting people to the appropriate health and wellbeing services; along with a campaign toolkit, a vital resource which provides a step-by-step guide on delivering a campaign at a local area with a range of tools and templates for collateral such as posters, social graphics, presentations and more.
The campaign recently launched in May 2019 at a regional level and continues to be rolled out. Check out the MECC Moments website we developed here!