Start4Life is part of Change4Life, a nationwide government marketing campaign that provides impartial advice to families, helping them lead a healthier lifestyle. Their latest campaign focused on weaning: introducing solid food to babies and establishing healthy eating habits from baby’s first bite.

The Challenge

We used a wide range of marketing research and insight from doctors and parents to understand where confusions lay surrounding weaning, as parents are often bombarded with conflicting messages from different companies regarding the best way to wean their child.

Think

Following extensive research, we presented a number of creative design concepts before opting for our rhythmic language route. Scrutinising the market allowed us to position Start4Life as the authority on healthy weaning, driving parents towards a healthier start for their baby.

Create

Our team designed an eye-catching creative inspired by nursery rhymes and the whimsical language of Dr. Suess, creating adcepts, home packs and a range of assets that could be used across social media and web.

Deliver

We worked closely with Public Health England to fine-tune our approach and meet the overall campaign objective. Our innovative copy asked the questions that need answering and our engaging visuals enabled the campaign to stand out in a crowded space. This drove engagement with Start4Life digital tools and content, supporting families across the UK to make healthier choices.

In total, the campaign achieved:

• 215K wall planners ordered
• 15k posters ordered
• Best engagement rate of all Start4Life campaigns

“We’ve been really impressed with APS’s work on this campaign. The account and project management have been brilliant – always responsive and friendly. They understood the brief and gave us several strong creative options to choose from. They’ve turned around artwork promptly, with great communication throughout the process. “

Senior Campaign Manager, Start4Life, Public Health England

Helping create a new positioning, raise awareness and corporate sponsorship of the UK’s oldest Mounted Police Section to ensure they can continue to ‘Stand Tall’ in the communities of Merseyside.

Think

We had to get to the heart of what the Mounted section means to Merseyside Police, Businesses and the Communities of Merseyside. This involved understanding the key objections and motivations in order to help us build a proposition and identity that everyone could be proud of and would perfectly encapsulate what the Mounted Section stands for.

Create

Our identity needed to be truly owned by the Mounted Section, therefore its building blocks were borne from the elements of Merseyside – streets, communities, the river and of course the famous Liver Birds – as well as the horses themselves. Our supporting marketing materials needed to have a gravitas to them so the various audiences could feel the sense of pride that the horses and officers have in serving the people. Photography days at the stable and around Merseyside plus skilled retouching, allowed our Agency Services team to create a batch of beautiful images to use within the omnichannel marketing campaign.

Deliver

From fundraising brochures through to a brand new public-facing website and other supporting marketing materials, we delivered the entire campaign on time and within a tight budget to help ensure the future of one of the UK’s oldest Mounted Sections.

In support of Public Health England’s (PHE) Antibiotics above-the-line marketing campaign, APS’ agency services team created a range of social media assets to strengthen online engagement with key target audiences.

Think

Having taken time to understand the approved messaging and the key target audiences we devised a number of concepts that brought a more human element to the creative and also involved Dr Ranj as a spokesperson.

Create

As well as storyboarding, filming and editing; we recreated the animated pills from the TV advert and applied these across a number of social media platforms including Facebook canvasses and carousels. We also wrote all the key post copy to ensure additional relevant messaging.

Deliver

All of the work was scripted, designed, animated, edited and delivered to a tight timescale to ensure the social campaign ran in conjunction with the main omnichannel marketing campaign.

A critical part of managing Versus Arthritis’s customer services and communications, is the support we provide technically. We proposed a fully integrated online ordering and CRM system, targeting specific customers to encourage donations and send out thank you notes.

Think

Our integrated IT team was able to roll out the new technology and systems with no down time or any impact to the charity’s supporters.

Create

We synchronised 1.2 million customer accounts, contacts and addresses, with total data integrity maintained. We were able to more than double the anticipated system activity in the first three months, thanks to diligent testing.

Deliver

• Management of 1.2 million customer accounts
• 50% increase in activity
• Complete data security

“APS Group has been an invaluable partner on this project – a partner who has engaged in a way that’s non-technical, considered, approachable and knowledgeable. Their discovery and project implementation phases are robust and they’ve provided a solution that is working seamlessly and is also fit for the future.”

Supporter Care Manager, Versus Arthritis