Get To Know Where To Go Campaign (GTKWTG)
Challenge
NHS Greater Manchester needed to help residents make informed decisions about where to access healthcare, particularly during periods of increased demand.
Research showed that many people were unsure which NHS service was most appropriate for their needs, contributing to avoidable pressure on A&E departments, GP practices and urgent care services.
The challenge was to create a clear, recognisable campaign that simplified often complex healthcare pathways, supported behaviour change and could be adopted consistently across all ten Greater Manchester localities.
Importantly, the campaign needed to extend beyond a single winter initiative and become a sustainable communications platform that could evolve over time.
Approach
I led the strategic planning, delivery and long-term development of the GTKWTG campaign, commissioning suppliers and bringing together partners and stakeholders across the Greater Manchester health system.
My role included:
• Commissioning and managing external agencies, overseeing concept development, production, budget management, approvals and final delivery.
• Developing and delivering the end-to-end campaign plan, integrating paid outdoor media with coordinated activity across digital, social, print and partner channels.
• Managing engagement with NHS partners, localities and stakeholders to secure system-wide adoption and consistency.
• Creating communications toolkits, campaign assets and seasonal resource packs to support local delivery across all ten Greater Manchester localities.
• Overseeing the production of printed materials, including primary care information booklets and targeted resources for parents and carers.
• Ensuring materials were available in accessible and translated formats to support diverse communities across Greater Manchester.
• Acting as the campaign's strategic lead and guardian, maintaining a long-term vision that allowed the campaign to evolve and remain relevant beyond its initial launch.
• A key focus throughout was creating a campaign framework that local teams could easily adopt while maintaining a consistent Greater Manchester-wide identity and message.
Outcomes
Supporting national efforts in Greater Manchester, the GTKWTG campaign drove a reported increase in NHS 111 Online traffic during winter pressures and evolved into a sustained communications platform supporting seasonal demand and service changes.
Distribution of targeted pocket-sized primary care guides reached 35,000 priority residents within six months of launch, a 75% increase on the original distribution plan, before expanding by a further 50% to improve access for digitally excluded communities and non-English speakers.
GTKWTG became one of NHS Greater Manchester's most recognisable and enduring public-facing NHS campaigns, providing residents with clear guidance on accessing the right service at the right time.
The campaign's success was built not only on creative development and channel delivery, but on the governance, stakeholder engagement and practical tools that enabled consistent adoption across a complex healthcare system.
A large‑scale communications programme doesn’t need a recurring annual budget; it needs the foresight to build a scalable solution that continues delivering value long after the original investment.