Our Work: Here to Help You and Your Baby

The Brief

This spring, the North East and North Cumbria Integrated Care Board (ICB) tasked us with developing a campaign to encourage pregnant people to receive their recommended vaccinations. With vaccination rates declining and viruses like whooping cough on the rise, the campaign’s objective was to provide reassurance and build trust, rather than focus on negative outcomes.

Our Approach

Under the Here to Help umbrella messaging, we proposed a bold, vibrant, and approachable creative direction. This represented a significant departure from the ICB’s previous use of black-and-white imagery. A more colourful and engaging approach was designed to balance warmth with credibility.

We identified case study participants, including new mothers, pregnant individuals, midwives, and vaccination nurses, by collaborating with regional trusts. These participants were interviewed and prepared for their roles in the campaign’s photo and video shoots. Working alongside Kaleidoscope and Lee Dobson Photography, we directed shoots to produce relatable and compelling content. Storyboards and concepts were developed collaboratively to ensure all assets aligned with the campaign’s objectives.

In addition to visual assets, we produced an online toolkit containing newsletter copy and a social media content calendar to maximise outreach. Partner agency Different Narrative incorporated these visuals into the wider campaign materials, while SD Advertising strategically placed advertisements to target key audiences effectively.

Media relations were also a key component, and we secured extensive regional coverage and a national feature on BBC Breakfast.

Results

The campaign’s impact was reflected in measurable improvements across all target areas:

  • 70% of pregnant people received the new RSV vaccine during its 2024 rollout.

  • Whooping cough vaccination rates increased from 59% to 70%.

  • Flu vaccinations rose to 36%, compared to 10% in the previous year.

  • Covid vaccination rates more than doubled, increasing from 2% to 5.5%.

With an estimated audience of 19.2million - from media relations alone, the ICB credits the above success to the campaign which has now set a new benchmark for how highly targeted, regionally specific healthcare campaigns can be executed.

Testimonial

“A massive thank you to you (Jodie) and the whole McBryde team. Trusted Voices and Be Wise have been really successful, and that’s hugely down to you, Judy, and Josh. You’ve made the process so easy – coordinating case studies, arranging filming and photography, liaising with partner agencies, and delivering fantastic results! Looking forward to working with you all again – hopefully very soon!”

Andrea Jones
Campaign Communications Lead, North East and North Cumbria Integrated Care Board

Rachel McBryde