Better care homes campaign proposition and messaging with Independent Age
The Problem:
The Policy and Campaign team at Independent Age needed creative support to help them develop a compelling theme for their better care in care homes campaign. Kath worked with the client pre-workshop to create a point-of-view statement and challenge statement to launch the creative problem-solving workshop based on human-centred perspective and data-driven insight.
The Solution:
Kath facilitated a half-day messaging workshop with the team using creative tools such as empathy mapping, mind-mapping and future press release activity to inform a creative brief, key messages, and call to action statements for multiple target audiences. Kath and copywriter Chloe Chittenden synthesised the findings and delivered a workshop report, a creative brief and a messaging deck for the team to use for the campaign.
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• Point-of-view statement
• Challenge statement
• Messaging half-day workshop
• Empathy mapping
• Mind-mapping
• Creative writing games
• Future Press release
• Creative brief.
• Messaging deck
• Synthesised findings.
• Report of the workshop
“Kath ran a great session helping us think through different approaches to messaging our new campaign. The workshop was creative, well-structured and helped us develop a much clearer idea of both what we needed to communicate and different ways in which we could do this. Kath was enthusiastic, helpful and offered a really valuable new perspective.”
– Andy, Policy and Campaigns manager, Independent Age”