IoT in Advertising: Reigniting Public Support for NHS Charities Together
Technology Category
- Infrastructure as a Service (IaaS) - Public Cloud
Applicable Industries
- Healthcare & Hospitals
Applicable Functions
- Sales & Marketing
Use Cases
- Personnel Tracking & Monitoring
About The Customer
The customer in this case is NHS Charities Together, a collective organization that represents, supports, and champions the work of the NHS’ official charities. They aim to provide a nationally coordinated approach to supporting the health and emotional wellbeing of the nation. Their goal is to ensure that money donated by the public goes where it is most needed within the NHS. They wanted to reignite the public's support and remind them of the relentless hard work of the NHS staff, especially during the challenging times of the Covid-19 pandemic.
The Challenge
NHS Charities Together, a collective representing, supporting, and championing the work of the NHS’ official charities, faced a significant challenge during the Christmas season. The British public's attention and spending, typically captured by big brands during this period, was beginning to sway away from the relentless hard work of the NHS staff. The public narrative was focusing more on the Government’s handling of the pandemic, rather than the selfless efforts of the NHS workers. NHS Charities Together wanted to reignite the huge swelling of support that NHS workers had felt earlier in the year and remind people of those who have given everything to save others. They aimed to use the Christmas season as an opportunity to remind people of the true spirit of giving, which the NHS staff had exemplified throughout the year.
The Solution
To address this challenge, a 90-second hero film was created to beautifully capture the selfless work of NHS staff. The story followed an elderly man in a hospital, nursed back to health by NHS nurses and doctors, allowing him to make a full recovery just in time for Christmas. The film aimed to remind people that it has been the NHS staff who have shown the nation what giving really means. The public was asked to give back this year by buying presents that support the NHS through NHS Charities Together. Major brands such as Starbucks, Marmite, Kindred, and Batiste were partnered with to help raise more vital funds for the NHS Charities Together Covid Appeal. Real NHS professionals were invited to star in the film, as well as advise on aspects of the script. The final film was shot via remote Zoom within a timeframe of just 4 weeks.
Operational Impact
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