Morale in the NHS, according to numerous reports, has hit rock bottom, with up to 50% of nurses considering leaving. The North Mid, recognising the importance of employee engagement to morale and consequently retention, recruitment and patient care, invested in a vigorous research-led initiative to make improvements and identify and communicate a set of consistent and achievable values and behaviours.
That research resulted in a creditable framework of values and behaviours being produced. We wanted to celebrate that these had come from ‘within’ – chosen by the staff themselves and therefore maximising the likelihood of successful implementation. For many, these values already came ‘naturally’.
Our creative concept and employee engagement ideas took this premise and focused on a ‘nature’ theme. We used bespoke illustrative flower imagery and colours to create a high impact, universally accessible style (i.e. no clichéd ‘NHS’ images) that has allowed us to create a wealth of innovative campaign collateral to help embed the messages. It was a reflection too of the hospital’s much admired formal and wildflower gardens.
Each colour links with a core value – this has also helped us to produce segmented campaigns as required and embed the values on a subconscious level.
We produced material to support all three stages of the campaign (launch, promotion and celebration) including posters, pull-up banners, intranet collateral, email content, leaflets, staff giveaways and event promotional items. The work also included innovative long-term promotion and colour matching of values, including lighting changes in the main reception and tree and flower planting!
The biggest landmark however was the Trust’s first Employee Recognition Awards, held at Alexandra Palace and attended by nearly 350 shortlisted candidates, colleagues and sponsors. WDAD project managed the event for which over 200 nominations in 10 categories were received. Feedback from the Trust described the event as “phenomenal” and the post-event working atmosphere “buzzing”, creating a fantastic platform for the scheme’s roll-out.
