We continued our long-standing relationship with the team at NHS Derby and Derbyshire CCG to bring a new online hub of trusted advice and information to families at bump, birth and beyond. The issue the CCG faced was the abundance of often conflicting information that parents are faced with when searching for information online. As part of the vision set out by the Better Births report, the Derbyshire team’s aim was to show women the choices they have available in their maternity care and provide them with the most accurate information.
The branding, website and accompanying campaign aim to provide trusted NHS advice at every stage. We moved away from the feminine, gendered communications that so often dominate this area and involved all genders and types of parents, whilst keeping the pregnant mother at the heart of the brand. The fully responsive website was at the heart of the campaign, as searching for advice is mainly done online on a mobile device.
The branding includes a range of icons and down to earth photography that feels relatable and real for parents. The Parent Hub section of the website is totally dedicated to partners and dads, with information on birth support, health and paternity leave. We also have a searchable map that allows parents to find breastfeeding support groups, children’s centres and maternity units in locations to suit them.
To complement the website we produced a range of printed materials and a social media campaign was rolled out to spread the word across the local area. Real parents’s stories were at the heart of the campaign, with the option for website visitors to upload their own photo and pregnancy story.
Claire Brackenbury Project Manager - Maternity Transformation
I thoroughly enjoyed working alongside Raw to develop the website with the Maternity Transformation Team. Raw were creative, helpful and we were really pleased with the outcome. They offered various options and were very accommodating along the process – a pleasure to work with.