Project Overview
As part of their strategic plan, Alfred Health aimed to support its people and build a positive and healthy workplace culture. Together with the Alfred Health team, Principals developed an internal communication platform called Health with Heart. This was designed to create a sense of belonging, direct people to essential tools and resources, and allow Alfred Health to communicate all the ways it supports and cares for its people. Health with Heart was positively received by all areas of the organisation, helping staff to feel valued and appreciated.
Project Commissioner
Project Creator
Team
Claire Gallagher - Employer Branding Director
Pip Ireland - Creative Director
Giovanna Gonzales - Senior Account Manager
Michael Thebridge - Creative Copy Director
Amy Cameron - Writer
Project Brief
Alfred Health aimed to build a positive and healthy workplace culture as part of their strategic plan. Faced with the Coronavirus pandemic, and with several internal initiatives in the pipeline or already underway, the need to support their people and build a strong, engaged culture became more important than ever – that’s where Principals’ employer branding team came in.
Project Innovation/Need
We approached this as co-creation, involving frontline teams in understanding the job to be done and testing our ideas. The urgency of the project increased as the first wave of the Coronavirus pandemic hit - accelerating the need to reassure people and provide resources to keep them safe. We worked completely online in shorter bursts to accommodate the different hospital shifts. With frontline health workers facing extraordinary stress, we ran a series of check-ins with different teams and prioritised messages and activities around safety, health and wellbeing. While this started as an exercise in positioning the organisation as a positive place to work, it turned into an example of how an organisation steps up for its people in the most challenging times.
Design Challenge
Working with a core Alfred Health team, we developed an internal communication platform called Health with Heart. We created a look and feel and messaging that not only aligns to the Alfred Health brand, but brings emotion and visual distinctiveness to the platform. Designed to provide people with essential tools and resources, the platform includes everything from PPE facts to resilience-building in teams. More than this, it shows staff how valued and appreciated they are, and in this way, helps to grow a feeling of connection and belonging.
Effectiveness
The Health with Heart platform was endorsed and positively received by staff across all parts of the organisation. It has become a theme for ongoing initiatives to drive a positive and engaged culture.
Graphic Design - Identity & Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of brand, ideas and messages. Consideration given to clarity of communication, representation of brand values and the matching information style to audience.
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