Sweetening the pill
How to give health policy an energy boost?
An apple a day might do wonders for the patient, but the Department of Heath needs something a bit more filling in its communications to 5,000 employees across the UK.
That is Link, a monthly magazine that aims to inform the staff of DH and its agencies about the latest health policy and issues. With a mix of policy and ministerial news, management initiatives, and stories of staff achievements, hobbies and sporting successes, Link creates the ideal balance of organisational and personal stories.
To liven up potentially dry policy topics and draw the reader in, the imagery used is highly creative – so much so that readers have said they look forward to seeing each month’s new cover design.
Link has an easy-to-read style, easy-to-navigate structure and an honest, objective tone. Equally important is putting people at the heart of the magazine. As many faces and names as possible are included, from all staff grades, so that it is seen as a staff magazine for all, not simply a management tool.
The 2008 staff readership survey revealed that nearly all 5,000 staff read Link. Opinion of the publication is overwhelmingly positive, with 86 per cent agreeing that it informs them of the context of DH’s work and 84 per cent believing the magazine celebrates and highlights staff achievements.
Proof indeed that Link has all the right ingredients for a healthy line of communication.
What we did for: DH
- Concept design
- Magazine design and layout
- Editorial management
- Copywriting
- Photography commission
- Print and distribution management
