Flo the Friendly Dragon
Family-focused campaign helping families understand winter health messaging across digital and community channels, through clear, engaging and accessible communication.
Winter Wellbeing Campaign
Campaign communications | Creative direction | Content development | Illustration | Storytelling | Audience engagement | Multi-channel delivery
My role
Led the creative and communications development of the campaign, shaping how key health messages were translated into engaging, family-friendly content.
This included developing the campaign identity, storyboard, and supporting materials, producing social media content, and collaborating with the animation team to ensure consistency in messaging.
Overview
Originally developed for NHS Arden & GEM Commissioning Support Unit, the campaign aimed to improve understanding of winter health and self-care among families with young children, and was later adopted and adapted by a number of organisations to meet local population needs.
Approach
A character-led communications approach simplified health messages and increased engagement, with content designed for animation, print, social media assets, and in-person engagement.
Impact
The campaign drove strong engagement with winter health messaging, highlighting the value of creative, audience-focused communication.
In partnership with West Bromwich Albion, Flo the Friendly Dragon came to life through fun, interactive challenges at The Hawthorns alongside Baggie Bird.
By harnessing the reach of sport and community, the campaign delivered accessible, family-friendly messaging, increasing awareness of how to stay well during the winter months.