British Heart Foundation
What did we want to do?
We were asked to help develop a creative process for The British Heart Foundation in order for them to harness the extraordinary talent in their team and develop powerful campaigns. The British Heart Foundation funds over £100 million of research each year into all heart and circulatory diseases and the things that cause them. Heart diseases. Stroke. Vascular dementia. Diabetes. They’re all connected, and they’re all under The British Heart Foundation’s microscope.
We wanted to help the team develop the most efficient way of generating ideas and turning those concepts into hard-hitting campaigns.
What did we do?
First, we gathered the team and reviewed their existing processes. We uncovered the challenges the teams had in developing ideas and also identified what was working.
From there, we held an inspirational workshop that got the creative juices flowing and highlighted how there was an overall desire to do fantastic work and harness the creative talent that was evident in the team.
Next up, we laid the foundations for a creative process. Working closely with The British Heart Foundation’s creative and communications team, we developed a simple, step-by-step process that enabled everyone to get involved in responding to a brief, while ensuring quality and consistency remained throughout.
Finally, we developed an internal pitch process that ensured the best ideas were communicated effectively to the whole team and a campaign was subsequently able to be developed.
We tested the newly formulated creative process with a brand new, and very real, upcoming campaign idea.
Everyone was able to integrate the creative steps into their thought process. Everyone felt as though they were able to contribute and, most importantly, everyone truly believed that the campaign they’d created was highly actionable and deeply inventive.
The process has now been integrated into the team and is used for defining campaigns both large and small.
What did we learn?
The bigger the team, the tougher it is to harness good quality creative prowess.
But by adding in a bespoke methodology, giving people time and some parameters and process, every organisation is able to deliver outstanding creative results.
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