Creativity in crisis
The NHS has called for 250,000 people to form a voluntary army to help support the 1.5 million at-risk patients who need to stay safe at home. “These kinds of momentous actions require people to be motivated and inspired. Creativity can be used as a weapon for good to help the Government achieve some tough goals. We as an industry can join that force in creating simple, iconic communications to help them get the support they need,” explains Denney.
Neil Henderson, CEO at St Lukes, had followed up the agency’s regular Friday night meet up, conducted via Zoom, with a link to the very poignant interview with Dr Jack on LBC.
Full of inspiration and emotion and wanting to act, Denney sat down later that evening and contemplated the experiences of the doctors and staff on the frontline of the NHS. “Seeing burn marks on their faces from their masks after a 12-hour shift, pleading for us all to stay at home. I thought the NHS is Stay at Home in reverse; [I] looked at the logo and thought bingo. We have something.”
From there he emailed Al Young, Chief Creative Officer who replied with the line: “Don’t send our NHS backwards.” The work was posted the same night.
It was a seamless creative process which underlines the fact that creative teams, while physically disparate can be more connected than ever by a shared goal, drive and passion. A creative culture that is much more than a line on a website or a slide in an agency brand presentation.
As Denney explains, “As an agency, what we have seen is a pretty much seamless move onto virtual working. But really that is a testament to the culture of the agency. Communication is aided by technology of course, but it is people’s willingness to be engaged and pull together as a team that makes stuff happen however difficult the circumstances.”
It is an approach that has seen the agency launch a new initiative called “Always St Luke on the bright side of life”, inspired by the agency’s choir rendition of ‘Always look on the bright side of life’, which is all about people doing positive learning during the lockdown. “This is the kind of thing that inspires everyone to stick together and rise to the challenges with a positive mindset,” he adds.