National drug, alcohol and mental health charity Addaction developed a bold new 5-year strategy: ‘Sparking a Better Future’. The strategy recognised that current systems were not working for everyone, so a new approach was needed to deliver positive outcomes in the future.
The Brief
Addaction asked Hitch to bring this strategy to life, by developing and supporting the implementation of a visual representation of the strategy that helped partners and stakeholders to digest and support the five key aims.
The Approach
The project began with an inception meeting in the form of an interactive co-creation workshop with the Addaction communications and marketing team. In the workshop, we explored the key themes in detail, and the requirements, tone of voice, and channels that would resonate well with target audiences. The outputs of the workshop formed a brief that Hitch’s creative studio used to develop 3 potential approaches.
The strategy was to be launched at a star-studded partner event in London, followed up by a series of ‘branded’ communications to partners and stakeholders across a range of channels. To support this activity, Hitch developed a flexible approach to allow visual cohesion of the overall strategy, making it clear how each aim related to others. At the same time, Hitch’s solution allowed each visualisation to ‘stand alone’, enabling Addaction’s departments to connect and take ownership of each aim.
The Results
Hitch designed banners for the launch event and a multi-fold leaflet to clearly illustrate the strategy in an easy to handle and digestible format. We also provided a variety of digital elements to support the team in ‘branding’ a range of communications (emails, website content and social media posts) in the days and months following the launch.
The launch event was a great success, where a large number of Addaction’s clients and partners engaged with the new vision. Anecdotal feedback from attendees was very positive.