Prevent - Safeguarding in Primary Care Campaign
Challenge
Prevent is a key strand of the UK Government’s CONTEST counter-terrorism strategy, underpinned by the statutory Prevent duty. It focuses on early intervention to support people susceptible to radicalisation and terrorism.
Developed for NHS Bolton Clinical Commissioning Group, this internal awareness campaign helped healthcare professionals recognise the early signs of radicalisation, understand their safeguarding responsibilities and confidently navigate referral pathways. The challenge was to communicate sensitive information in a way that was clear, direct and engaging for busy frontline healthcare staff.
Approach
The creative approach focused on building a strong and recognisable campaign identity that balanced authority, trust and accessibility across a suite of internal communication materials.
My role included:
• Developing the creative brief and campaign strategy
• Commissioning and managing an external creative agency, overseeing concept development, production, budget, approvals and final delivery of printed communications for primary care staff.
• Developing and delivering the internal communications plan and coordinating activity across stakeholder channels.
• Creating a suite of internal campaign materials including Prevent Awareness Month email templates, PowerPoint templates for safeguarding training, presentations and GP education events.
Outcomes
The campaign established a clear and consistent visual presence for Prevent within NHS safeguarding communications. Its straight forward messaging, practical usability and distinctive creative approach landed well with healthcare professionals and safeguarding teams.
Following its success in Bolton, the campaign approach and creative execution were recognised by NHS England and subsequently adopted more broadly as part of wider national Prevent communications and safeguarding initiatives.
Effective safeguarding communications need to do more than meet a policy requirement; they need to make complex messages clear, practical and engaging enough to work in the real world.