In June 2020, as the NHS Test and Trace was being implemented following the initial COVID-19 wave, London faced a significant hurdle: low public confidence in testing. Surveys by London Councils and the GLA revealed that only 46% of Londoners were confident in accessing testing, with confidence dropping to 30% among Black, Asian, and other ethnic minority groups.
Acknowledging the limitations of the national communications campaign, a collaborative effort was launched. The GLA, NHS London, London Councils, and various London Boroughs formed a pan-London working group to devise a more impactful communications strategy. This new approach prioritised community insights, showcased diverse healthcare professionals, offered culturally appropriate translations, and employed adaptable design elements for dissemination across various regional and local platforms.
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Hackney Design Studio, was tasked with developing a complete branding system for London. This branding solution required clarity for all city communities, the flexibility to reflect the unique character of each borough, and broad applicability for various agencies and organisations.
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The brand was developed and rolled out within six weeks. It emphasised flexibility, and while it encompassed all of London, there was a particular focus on global majority audiences who were more at risk. The brand toolkit provided boroughs with a core set of assets and guidelines that could be easily localised. This allowed individual boroughs to tailor messages to their specific populations, considering factors like diverse community languages, cultural nuances, and localised concerns.
For example, boroughs could create "Keep [Borough Name] Safe" variations and develop culturally relevant content, including multi-lingual materials and myth-busting information, to ensure effective communication with their unique residents and communities, fostering trust and engagement at a hyper-local level.Stamford Hill Safe'.
In the first 8 weeks 41% of black Londoners recognised the campaign, and increase of 11% and after one year confidence in how to get a test had risen to 80%. Given the success of the campaign, and collaboration between the boroughs and partners, the brand was evolved to front London’s vaccination programme.
