#DataSavesLives
Understanding Patient Data
Understanding Patient Data, a body setup within the Wellcome Trust, came to us for help with a serious issue - more than two thirds of the population feel they didn’t know how health data is used in the NHS. Educating people on the importance of their data is even more important with the change from opt out, to opt in. They asked us to create a campaign that would highlight how vital each person’s data is in an engaging and evocative way.
We spoke to a range of patients, clinicians, and wider members of the public to get their views on data. Many thought it was confusing, shrouded in secrecy, and ultimately not relevant to them. As a result, we felt the key to this project was to humanise data and show the impact it has on people’s day to day life through a series of stories with one central narrative, enter Bevan Street - a fictional street named after the founder of the NHS. Centring each story around a member of the street gave us the ability to sensitively represent the different medical conditions and corresponding patient data journeys.
The results of the campaign were overwhelmingly positive, with the series gaining over 1.5 million views across social media and substantial digital engagement with UPD. Also, organisations not involved in production have used and shared the animations - including charities, hospitals and Clinical Commissioning Groups. The series is also used by healthcare professionals, including GPs, as part of their toolkit to talk to patients. Most importantly, the opt-out has passed by, and there has been no significant public outcry or negative media attention.
"We worked with Brickwall to create a series of short animations for social media where the content was complex and contentious. Brickwall not only produced great visual work, they were a team we could rely on and work with through challenges. Their working relationship with us was professional and responsive from the get-go. The team was personable and committed and our dedicated project lead, Dave, was always at hand to support us and our many stakeholders. It was a pleasure to work in partnership with them. Brickwall challenged us in the right way to get the best outcome for the animations. As a result of the quality production, the series continues to be used and praised, both in the UK and internationally, a year after launch."
Phillipa Shelton, Communications Manager - Understanding Patient Data
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