Primary Choice Campaign

This Primary Choice campaign launched by Cardiff and Vale University Health Board was established to educate the public on the skills and expertise of the healthcare professionals in the local community, so they see the right person first time and receive the most appropriate advice, care and treatment faster.

The Brief

With the aim to alleviate the pressure on GPs, Yogi was commissioned to create a brand identity and campaign educating people about healthcare professionals in their local community, encouraging them to see the right member of the team to receive the most appropriate treatment faster.

What We Did

We created the brand identity for the campaign which included illustrations of real healthcare professionals from the community. To help communicate to the public about the professionals individual skills and expertise, these were incorporated in various literature, videos and educational packs.

Signposting people in this way helps alleviate pressure on GP’s, saves time for patients and enables Urgent Care Services and Emergency Unit’s to concentrate on seeing patients who require urgent or emergency care.

Phase 1 of the campaign focuses on Community Pharmacists, Optometrists, Dentists, General Practice Nurses, GP receptionists and GP’s and phase 2 focuses on Clinical Practitioners, Mental Health Workers, Out of hours Call Handlers, Physiotherapists and Practice Pharmacists.

For example if you have a problem with your teeth your ‘Primary Choice’ should be to see your Dentist, who are highly skilled individuals able to diagnose, treat and manage a range of dental complaints, whereas Optometrists are experts in eye health and can help with many common ailments saving the need to book an appointment with your GP.

Each illustrated character represents a real member of the Primary Care team in the local community.

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