NHS Highland

Muckle Media was appointed to support NHS Highland with the launch of the Healing Process, an independent service set up to help people who suffered from historical bullying and harassment while working for NHSH. The initial support with Healing Process resulted in Muckle delivering wider cultural communications work for NHSH.

Challenge

Muckle Media was tasked with implementing a communications strategy around the Healing Process, including delivery of a creative campaign across multiple media channels to inform target audiences of the program; preparation of a proactive media campaign to raise the public profile of Healing Process accompanied by a content calendar of both paid and organic social media as well as website support. After work was concluded with the Healing Process, further comms support was required to promote a positive working culture within the NHSH. This included the launch of the Speak Up, Listen Up initiative followed by ongoing campaign activity and raising profile and awareness of the programme and key individuals involved.​

Strategy

Muckle Media identified key messages and stakeholders before constructing a timeline of activity to maximise potential opportunities for press coverage. Muckle devised an ongoing stream of content to gain regular exposure in target outlets. Working closely with NHS Highland, Healing Process representatives and whistleblowers, profiling opportunities were identified to further exposure of the programmes and the ongoing work by NHSH to improve culture. Meanwhile, a constant steam of social media content was pushed out through Healing Process channels and audiences were regularly informed through web content. As the Healing Process deadline neared, activity vamped up with an online Q&A, and paid social campaigns.

Results

A steady stream of local, regional and Scottish national press coverage was achieved throughout the campaign including in titles such as The Herald, Press & Journal, North Star, Oban Times. Broadcast coverage was secured in BBC Radio Inverness with news of Speak Up, Listen Up being shared in the news bulletins throughout the day. As a result of digital media activity, the Healing Process website gained over 16k page views while the Facebook page achieved a reach of 24,844 and 55,225 total tweet impressions were gained throughout the camping period. A social ad campaign on Facebook with £100 spend gained a reach of 3,981 with 236 link clicks through to the website.

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