The challenge
Our task was to launch a membership scheme for University Hospitals Birmingham to attract new registrations to the Foundation Trust.

Our insight
Using stakeholder mapping, we knew we had to create an engaging ‘active’ membership campaign starting from the inside out. The benefit of membership is the feel good factor of helping so we found our inspiration in the form of another altruistic and long running NHS scheme. This when then tailored to each audience depending on their specific behaviours and attitudes.

Results
Using a local ambassador for the campaign, relevant editorial positioning of press advertising to increase impact (think donor on the crossword page or energy donor on the sports pages) and infomercials on leading radio station, BRMB, the campaign resulted in over 18,000 new registrations being generated at around five an hour.