Following the outcome of the long awaited Francis Report, several recommendations were made but one of the most far reaching directives was to 'decommission' the much maligned Mid-Staff's Trust and replace it with a completely new Trust to be called 'The University Hospital North Midlands' NHS Trust.
The new trust would have a completely new board, trustees and would look to put the bad memories and hangover from Mid-Staff's firmly into a sealed box never to be opened. The ethos would be open, transparent and would first and foremost put quality patient care above anything else.
With this background, it was arguably one of the largest challenges in recent marketing history to get the stakeholders on-side - namely clinicians, politicians, the community and of course, patients both new and existing.
Step forward Birmingham marketing agency, One Black Bear to devise a communications and advertising strategy to convey all of the above and our thinking culminated in 'A new kind of trust'. This overarching thought captured exactly what the new trust was about - engendering and re-introducing that all important emotion so badly lost. Additionally, 'A New Kind of Trust' went further and also summarised the new working ethos among staff and other stakeholders in that it represented a totally new beginning.