Case study · Previous employed role
#NHS100
Challenge
100 apprentices in 100 days. 117 enrolled.
Integrated internal and external campaign
One clear objective, carried through every channel.
#NHS100Challenge was an integrated internal and external campaign created to raise awareness of NHS apprenticeships and encourage enrolments across Lincolnshire.
It engaged existing staff across Lincolnshire's three NHS trusts while also promoting the Talent Academy's apprenticeship work through public-facing websites, social media and campaign updates.
Stand out internally. Work confidently in public.
Internally, the campaign had to attract the attention of busy NHS staff working across different trusts, hospitals, departments and occupations. Externally, it needed to represent the Talent Academy's apprenticeship work professionally through public-facing digital channels.
It also needed to feel relevant to younger audiences who might not have considered an apprenticeship. Traditional NHS communications could appear formal and visually predictable, so a conventional poster risked disappearing among the information already competing for attention.
“The campaign needed to feel distinctive, energetic and relevant while remaining recognisably connected to the NHS.”
End-to-end ownership of the graphics, copy and channels.
I was responsible for the campaign's creative and communications delivery across both internal and external channels. That meant owning how the campaign looked, sounded and appeared at every touchpoint.
Creative conceptDeveloped the visual direction and secured approval for a bolder approach.
Graphic designDesigned all campaign graphics for social media, web, digital banners and printed posters.
CopywritingWrote the campaign copy and adapted it for internal and public-facing materials.
Channel managementManaged the social media channels and maintained a consistent identity across campaign activity.
Roadshow promotionCreated and adapted promotional materials for roadshows across NHS sites.
A brighter identity, built around the target.
I deliberately wanted to push beyond conventional NHS communications. The campaign still needed to feel credible and connected to the NHS, but it did not need to look like another standard corporate healthcare poster.
Bright blues, purples, pinks and greens were combined with bold typography, geometric shapes and NHS staff photography to create a vibrant and recognisable identity.
“The 💯 emoji was becoming increasingly familiar at the time and connected naturally with the “100 apprentices in 100 days” objective. It gave the campaign a current visual hook, particularly for younger audiences, without weakening the clarity of the message.”
I successfully secured approval for the bolder creative approach, then translated it across the full campaign.
Internal engagement and public-facing communications, working together.
Internal
- Communications across Lincolnshire's three NHS trusts
- Engagement with existing NHS staff
- Departmental visits and workplace promotion
- Roadshows at NHS sites
External
- Public-facing social media
- Website content and digital banners
- Campaign updates and public results content
- Apprentice stories and interviews
Campaign gallery
One identity, adapted for the job.
The same visual system worked across wide digital placements and information-heavy printed materials.
Open full-size poster ↗Main result
117 apprentices enrolled.
The campaign exceeded its objective, enrolling 117 apprentices against a target of 100. The published result described a mix of social media promotion, roadshows, departmental visits and publications across Lincolnshire's three NHS trusts.
The original Lincolnshire Talent Academy article records the 117 enrolments and the campaign activity. Read the original results article ↗
I completed this project as part of an employed role with the Lincolnshire Talent Academy. I’ve included it to demonstrate my responsibilities, creative work and campaign experience; its inclusion does not imply endorsement of my freelance business by the NHS, Lincolnshire Talent Academy or the organisations featured.