NHS Derbyshire County came to us in 2011 when they were facing the challenge of reducing their CO2 emissions by 25% over a four year period. 17% of savings had already been identified but the remaining 8% needed to be found through engaging staff and encouraging them to play their part in the required reduction. With a focus on three key areas of travel, energy wastage, and recycling, we set about creating a campaign that would hit the target and get staff into the new way of thinking.
The Think Green brand and campaign was created as a fun and empowering movement which encouraged all staff to ‘do their bit’ while becoming part of a wider green community within which they could share information and tips. One of the most positive aspects of Think Green was that anyone could become involved. It encouraged and rewarded participation, which in turn created a community where people could share thoughts and stimulate action.
The majority of information and green initiatives could be found online, with a strong emphasis on user-generated content and interactive features. The site included a car-pooling map, a pledge section where people could share their green goals, and a blog run by staff writers. We also created a short animated intro video using original music from a local musician and hand-drawn illustrations which were all created in house.
A range of printed materials, including stickers, posters and canvas bags were produced to reinforce the campaign messages and, in line with the environmental nature of the campaign, all of the items were produced using the most environmentally friendly techniques and materials such as vegetable inks.
Both the online and printed designs have a handmade natural feel, including a wide range of illustrated icons we created as part of the branding. One of the main aims of the new brand was for it to be a total departure from the standard NHS communications staff would normally be confronted with so it would be seen as a separate enjoyable activity, rather than simply a set of new rules to be followed.
Now at the end of its four year period, the campaign contributed to a huge saving of £1.6 million across the organisation.