A brand to shape the future of volunteering in the NHS.
How do you radically transform the way we experience healthcare in the UK? How do you enable more people to experience the benefits of altruism; becoming closer to the communities they live in and feeling supported, cared for and valued? How do you enable the world’s fifth largest employer, and most prolific social care system, to iterate at scale? Helpforce is a non-profit organisation that’s confronting some of the biggest challenges within health and social care across the UK and finding the opportunities for volunteering to become more effective and impactful throughout the health and care experience. Given the intensely political, complex and crowded environment they exist within, their brand needed to provide a clear narrative and sharp cut-through that would make their cause compelling to patients and NHS Trust leaders alike. And now, across the country, it’s doing just that. Working alongside the team at Helpforce, and the PR minds over at Forsters, we devised, designed and launched a national volunteer recruitment drive in the DailyMail in the lead up to Christmas 2018. Over the course of a one month period, the campaign attracted over 33,000 volunteers - increasing the NHS’ volunteers by one third.
Deliverables: Brand strategy/Brand visualisation/Photography/Print collateral/Digital guidance/Brand guidelines/Copywriting/Visual identity/Digital marketing/Tone of voice/Web development/Marketing/Film/Illustration/ Sector: Healthcare, third sector
Location: London (UK)
Partners: Pureprint (specialist ElectroInk printers), Forster Communications, The DailyMail
pages of research
Midwives, clerical officers, doctors, physiotherapists, prescription-coordinators, registrars, anaesthetists, nurses and more. We surveyed a broad spectrum of the NHS workforce to better understand the pinch points of volunteering within their own hospitals, and what they want the future to look like. In tandem, we interviewed the Helpforce team, Advisors and Board to define the shared purpose that attracted them to the fledgeling organisation in the first place. Through these conversations, we were able to devise a shared ethos that spoke to a collective desire for an NHS that is sustained and improved through effective, rewarding and impactful volunteering.
Helpforce needed a brand that could foster a social movement; an apolitical call to action that would unite people around a vision for a community integrated NHS.
An invitation to everyone, whether you’re the leader of an NHS Trust, a healthcare worker or a patient, you can contribute to shaping the future of the NHS through volunteering. Being a part of this movement provides you with the tools, knowledge and network to get involved. Along with #bethehelpforce, the brand contains a master plan of staged messaging that enables them to talk about the practical, ground-level work they are doing within hospitals, through to the large scale change advocacy that defines the future of their organisation.
hours pledged to the NHS
"Working with UnitedUs was a great experience for all of us at Helpforce. The team listened and delivered a range of incredibly well thought through options for us to choose from. They have contributed significantly to our early successes."
Sir Tom Hughes-Hallett, Founder - Helpforce