Working with Mind
The pandemic has taken a toll on all of us but it has been particularly difficult for emergency service workers across the world. Recognising that these people need specialist care for the mental health challenges they face, Mind launched a new project - Blue Light Together - especially for emergency service responders in the UK.
The team at Mind reached out to me for some support with the launch of their new campaign website and were looking for support with:
1) Key messages to use for the launch of the campaign
2) Visual templates that they could use across digital channels
Key Messages
We started this project by establishing the key messages that would be used across the campaign. This included the website, social media channels, email marketing and internal comms. Emergency responders often require support that’s tailored for them and their experiences, and many people in this field put the needs of others before their own. When they do search for support, it has historically been difficult to find. So we wanted to ensure that the messaging reached the right people and addressed these concerns.
We came up with five top-line key messages that could be used across Mind’s channels. These were supported by a selection of longer copy pieces that could be used when more detail was required. We also created key messages that spoke directly to the emergency responders as this required different language and framing than the general launch messaging.
Graphic Design
The second part of this project was to create a selection of visual assets that could set the style for Blue Light Together and could be used for future content creation. As well as a launch graphic, which told audiences what the project was and who it was for, I created service specific designs to promote the service directly to emergency responders. These included imagery from the relevant services and used additional text such as direct quotes from the emergency responders themselves.
