Leeds Hospitals Charity has unveiled a new campaign across Leeds Teaching Hospitals NHS Trust sites to showcase its new brand messaging. Previously restricted by COVID-19 limitations, the charity now marks a significant step forward with the installation of vinyls, asserting a stronger presence in hospitals visited by around one million individuals annually.
The charity seeks to inspire more supporters to ‘Become a Friend’ by pledging a monthly gift of £3 or more. The funds raised will support research and innovation, the acquisition of specialist equipment, or home comforts to improve hospital stays, exceeding what the NHS typically provides.
Leeds Hospitals Charity collaborated with a strategic creative agency based in Leeds to develop the creative elements for the vinyls, as part of a larger partnership aimed at revitalising the charity’s brand and enhancing fundraising efforts. The core message, ‘Together, we can,’ underscores the impactful contributions of donors in supporting local NHS hospitals.
In late 2023, the charity conducted comprehensive qualitative and quantitative research, engaging with supporters, patients, staff, and the general public. This collaborative effort with Leeds Teaching Hospitals, incorporating survey feedback and working groups, directly influenced the development of the creative messages, photographic selections, and calls to action.
Nikola Barnes, account director at the creative agency, stated, “It has been fantastic to work with the team at Leeds Hospitals Charity, understanding the valuable work they do and helping to shape their brand, so everyone is aware how vital their work is for Leeds and the wider communities.” The visual elements used in the vinyls feature real patients and staff members, including Lewis Ellis, a hospital employee who spent time in the Neonatal Unit with his family. A vinyl of Ellis and his son Billy is displayed in the Gledhow Wing reception of St James’s Hospital, symbolically placed a few floors down from where the family spent months. The family benefitted from equipment funded by the charity, such as a special twin cot that facilitated bonding and comfort for the twins and eased anxiety for the new parents.
The vinyls are also displayed across other hospital sites, featuring patients and staff from various departments, including Leeds Cancer Centre, Stroke and Arthritis services at Chapel Allerton Hospital, older persons medicine, and Leeds Children’s Hospital. To complement these visuals, ‘tap to donate’ points are available, simplifying the donation process for patients, staff, and visitors.
The creative elements will be extended across the charity’s campaigns, including regular, legacy, in-memory, and upcoming Christmas appeals. Paul Watkins, Director of Fundraising at Leeds Hospitals Charity, expressed, “We’re absolutely delighted to launch our charity’s new creative. Thanks to patients and staff who have shared their stories with us, together we have created new messaging that really brings this to life. One of our charity’s key values is ‘transform’ and we have huge ambitions over the coming years that will have a transformative impact on patients from Leeds, Yorkshire and beyond who visit our NHS hospitals here in Leeds.”
The Leeds Hospitals Charity’s innovative campaign represents a substantial advancement in its efforts to support local NHS hospitals. By engaging the community and showcasing personal stories, the charity aims to raise essential funds and make a lasting, transformative impact on patient care.