The health authority has developed a new brand identity that will appear on all marketing materials including direct mail, outdoor and press ads and leaflets from 1 July and is part of a campaign targeting 25 to 34 year old women.
The creative has been designed around a flower motif, using a blue and purple colour palette and the strapline “it really matters”. It deliberately avoids the use of clinical language to drive engagement with young women.
The brand identity is part of NHS Tower Hamlets’ public health campaign and aims to boost the number of women between 25 and 34 from 71.5% closer to the national target of 80%.
The brand identity and campaign materials have been developed by Resonant Media, a creative communications agency specialising in health and social marketing.
Camille Gilmer, project manager, NHS Tower Hamlets, says: “The new visual identity will be used across all literature relating to cervical screening to encourage women to book appointments, and in the longer term, build awareness of this crucial issue in the borough, as well as improving health literacy.”