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.
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.