Love Bump Campaign
High-impact behaviour change campaign generating 75,000+ video views, expanding reach through adoption by multiple NHS organisations, and commended in the Patient Data and Publicity Campaign categories at the Health Business Awards.
Public health communications
Campaign development | Behaviour change messaging | Storytelling | Content creation | Audience engagement | Multi-channel communications
My role
Led the development of the campaign’s visual and communications approach, ensuring messaging was accessible, engaging, and aligned with behaviour change principles.
This included creating campaign assets, developing animation scripts and storyboards, editing video case studies, producing social media content, and supporting community engagement activity.
Overview
Delivered by NHS Arden & GEM Commissioning Support Unit, the campaign addressed smoking
in pregnancy through a multi-channel communications strategy.
Approach
The campaign focused on emotionally resonant, supportive messaging rather than fear-based
communication. A child’s voiceover and relatable storytelling helped communicate risks in a
personal and memorable way.
Impact
The campaign achieved strong engagement across digital and community channels, with widespread reach and adoption by other organisations.
It was commended in the Patient Data and Publicity Campaign categories at the 2018 Health Business Awards, highlighting the effectiveness of clear, audience-focused public health communication.
