As part of NHS Lanarkshire and in partnership with Job Centre Plus, Condition Management Programme is a project assisting those in receipt of Incapacity Benefit. The programme helps individuals manage their long-term health conditions in order to return to work. The aim of CMP Lanarkshire is to assist Lanarkshire’s 47,000 Incapacity Benefit claimants back to work within the first year of engaging with the project.
Advanceworx were invited by NHS principals, along with a competitor agency, to pitch creative concepts for the roll out of the project brand and associated materials in the Lanarkshire area. Our brief was to produce an image and brand that would engage people to the concept of assistance with health matters to help them towards back to work positions. As an innovative programme we were asked to remember that the success of each individual would be through them and their practitioner. The project required an image of working together, one that would bring client and practitioner together.
With our thoughts firmly placed with assistance, our creative process began with considering the relationship between client and practitioner. We decided that the project required a unified look and approach. What would clients look for? What would be important to them? We started on a brand and image that would work two fold, client looking for assistance and practitioner assisting. As the creative developed, and associated materials grew, the brand was developing and the message was becoming stronger. That message was one of hope and one of togetherness. It has been asked is the image assisting or looking for assistance? You decide.
Our successful role in CMP has seen us produce a number of associated materials. One of the things that we take great pride in is that we have been informed that some clients engaged with the project through the marketing materials. Commenting on an image that gave a sensitive and understanding portrayal of the requirements they needed. Our relationship with NHS Lanarkshire continues and we have been involved in a number of initiatives from concept. The success of the CMP Lanarkshire concept has now seen our designs roll out to CMP Manchester and also to CMP Forth and Tayside.