The North East Ambulance Service was dealing with one of the busiest periods in its history. They had to quickly engage the public, emphasise the challenge frontline workers were facing and communicate potentially life-saving advice to help stop the spread of coronavirus.
Cool Blue was tasked with establishing a clear social media presence for the North East Ambulance Service, developing and publishing a steady stream of content that spoke directly to local people. Our aim was to help those in our region to understand the enormity of the coronavirus challenge and the importance of staying safe and following official advice.
From the get-go
We worked with the team at the North East Ambulance Service to swiftly set up a branded Instagram account. This channel was identified as a key point of contact with the general public, with its visual format working particularly well for the stream of official messages and multimedia content the Ambulance Service needed to communicate.
We fully utilised the multimedia content made available to public health bodies, including short videos, posters, GIFs and static imagery ensuring that messages were localised to the North East region. This included, providing multi-lingual content for non-English speaking communities in the area, highlighting the personal stories of those on the frontline and showcasing the wave of gifts and thank-you cards the Ambulance Service received.
Through this strategy, we connected to the regional audience when they needed these messages the most, to keep themselves safe at the peak of the pandemic. At the same time, we raised the public profile of the North East Ambulance Service, winning over hearts and minds and boosting support for their dedicated staff at the most critical time in their history.
Sam Reed, Communications Manager, North East Ambulance Service
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