We developed a fully branded, organic workforce campaign to support NHS Birmingham and Solihull’s Integrated Care System’s ‘I Can’ programme, enabling local teams to raise awareness of inclusive recruitment pathways for people not in education, employment or training.

Background

The ‘I Can’ programme, launched by Birmingham and Solihull Integrated Care Board (ICB), aims to create new pathways into health and care roles for individuals not in education, employment or training (NEET). The initiative supports the integrated care system’s (ICS) wider workforce strategy and responds to regional needs around inclusion and workforce capacity.

To support internal engagement, the collaborative Communications and Engagement team from NHS Midlands and Lancashire and NHS Arden & GEM were commissioned to create an accessible, ready-to-use campaign.

Action

We worked collaboratively with the ICB to develop a fully branded NHS workforce campaign for the ‘I Can’ internal programme. The campaign materials were primarily designed to engage NEET individuals across Birmingham and Solihull. There was also a secondary focus on supporting system leaders and recruiting managers. For this purpose, an internal toolkit raised awareness and encouraged uptake of the programme. The campaign was designed for local, organic roll-out, providing everything internal teams needed to promote the initiative.

The campaign included:

• Two campaign identity concepts allowing the client to select the option that best aligned with their vision. This collaborative approach ensured shared ownership from the outset

• Static and animated social media assets

• Posters, banners and flyers for digital and print use

• Digital resources including a screensaver, Teams background and email footer

• A one-minute animated explainer video.

Here are examples of some of our social media assets and posters:

All materials were designed to be accessible, inclusive and representative of Birmingham and Solihull’s communities. The campaign visuals also aligned with the ICB’s brand while creating a distinct identity for the programme.

Impact

The internal campaign toolkit enabled the ICB and system partners to implement the ‘I Can’ campaign in a consistent, flexible and locally relevant way.

By delivering a full suite of branded materials, from posters and digital assets to animated content, we helped build visibility and engagement around the programme without reliance on external spend.

The creative identity provided a strong foundation for continued communications. The video templates and flyer content supported a compelling narrative about opportunity, inclusion and the benefits of the programme for both candidates and the system.

Feedback

“Although our programme has been hugely successful and won awards, we felt it was time to refresh the message and reinvigorate our communications materials. Rob and the team took the time to learn about the programme and its unique audiences – which are not the usual NHS target groups. The understood the nuances of the programme and what had made it successful. This meant they were really able to produce materials that got to the heart of who we are and what we needed to deliver. As a result, we have a fantastic suite of promotional materials that cut through for both an internal audience and external clients.

“The process itself was made easy. Rob’s leadership of the project enabled us to keep on track with delivery timescales and sign off designs in a flexible manner that worked for us and made it a fun process. We’re very grateful for the passion and effort put into this project.”

Fiona Denning | Communications Lead | NHS Birmingham and Solihull ICB

For more information

For more information or to find out how we can support your communication and engagement goals, contact us.