Selected work / NHS
Aligning services.
Enabling informed choices.
Strategic support through to delivery: bringing healthcare teams and young people together around “Discuss It. Choose It. Use It”.
Client
NHS
Sector
Public health
Our role
Discovery · stakeholder alignment · campaign · delivery
Trusted to challenge the approach
Recommended on our track record, we were engaged to help address unintended teenage pregnancy through better access to information and support. David Walker’s backing gave us the freedom and access to resources to rethink the approach and carry it through.
Media had already been booked. We challenged an immediate launch: generating interest before services were prepared risked repeating the disconnect when young people asked for help. The priority was to understand the barriers and prepare the people delivering the service.
Taking people with us
In a complex, politically sensitive environment, change depended on understanding concerns and building ownership across organisational boundaries. We began with GPs’ motivations, workloads and perspectives, then used conferences and presentations to establish a shared vision with front-line teams and NHS departments.
The work focused on long-acting reversible contraception, or LARC. Participating services needed informed staff and workable referral pathways behind the public message. Healthcare advocates helped us navigate the organisation and build support for the programme.
Developing the campaign together
Around 70 young people took part in workshops, alongside input from front-line health workers. Their views shaped “Discuss It. Choose It. Use It”, with campaign champions helping take the message into their communities.
The creative approach drew on popular culture, encouraging conversation and informed choice without judgement. Young people were participants in the work, helping determine how it should speak to its audience.
From professional engagement to participation
Carrying the strategy through
We connected stakeholder engagement, internal communications and campaign delivery. Once participating services were aligned, social media and placements in places young people spent time – including nightlife settings – carried the message into their everyday lives.
The wider programme also explored access to condoms and testing kits through vending technology. Across the work, the aim was to connect relevant communication with services prepared to respond.
The client-reported result
David Walker reports a 78% increase in LARC uptake in his testimonial.
In our client’s words
“AlignandPull created a powerful socially engaging brand proposition to reach out to a specific social groups as well as engage front line health personnel. The net result has been a 78% increase in the uptake of LARC. AlignandPull continue to work with the NHS providing business founded strategies and applying them to Social Marketing issues.”
Chief Commissioner, NHS