Health Education and Improvement Wales

Background and brief

Jamjar was appointed to work on the TrainWorkLive national and international campaign in July 2022. Previously led by Welsh Government, it transferred to Health Education and Improvement Wales (HEIW) in September 2020.

The initial brief was to develop the TrainWorkLive campaign identity, moving it away from the Cymru Wales brand and into the HEIW brand, and apply the refreshed identity to a range of marketing assets. Importantly we needed to maintain the campaign’s recognisable split screen creative, which features healthcare professionals both in their workplace and in the location of their hobby.

Brand strategy

As we were continuing with the split screen photography, we recommended applying this concept across all touchpoints to build brand awareness, including printed collateral, digital formats and video content.

A new strapline was developed and we chose to apply the Train Work Live structure to our messaging, presenting a message that reflects each theme, in that consistent order, across every piece of communication.

Brand development

A refreshed brand identity was developed, ensuring that it adhered to both NHS Wales and HEIW brand guidelines, whilst still allowing for subtle refinements to typography and tone of voice to reflect the warm welcome that Wales has to offer trainees.

The approved identity was applied to a suite of marketing assets, including brochures, exhibition stands and rollups, digital and press ads.

Content creation

Jamjar has produced a wealth of content for the new Train Work Live campaign, including multiple new split screen images and two bilingual films for the launch of their Dental campaign. We also developed an asset bank of stills and video footage following a 5-day shoot across Wales.

Results

To date, we have delivered campaigns for the Dental and Pharmacy teams, using a combination of Display, Search, Performance Max and Facebook advertising. We have also advertised in a select number of trade press publications.

Dental campaign

In 5 weeks we achieved:

• 45,120 clicks and over 8m impressions
• Click-through rate of 6.09% for Search

Pharmacy campaign

In less than 3 weeks, our first of three campaign bursts achieved:

• 17,042 clicks and 1.7m impressions
• Click-through rate of 2.37% for the Facebook campaign