Repositioning an awareness week during geopolitical upheavals
Occupational Therapy Week is the annual awareness raising week of The Royal College of Occupational Therapists (RCOT) – the membership organisation for occupational therapists (OTs). Say developed RCOT’s OT Week 2023 campaign – to be called Occupation Matters – to meet members’ need for increasing awareness and understanding of ‘occupation’. But as the geopolitical situation changed the campaign required a rapid rethink.
The Challenge:
RCOT tasked Say with developing the 2023 OT Week campaign by consulting members for the first time. However, with a month to go before launch Hamas attached Israel from Gaza and the campaign had to be changed.
Solution:
SAY’s campaign introduced a new simplified narrative about occupation and occupational therapy – also delivered as a short-form animation – and provided OTs with the tools to break down barriers in bringing ‘occupation’ into everyday interactions with clients and healthcare professionals more confidently and regularly. Following consultation with RCOT’s Council and members, we removed the campaign name, focusing on OT Week, and amended all materials within just 3 days. Despite the last minute changes the narrative didn’t lose impact, with an engagement rate of 75.5%. 77% of members said it helped them talk more confidently about occupation.
Find out more about Say’s award winning campaign in our blog: Say Wins Communique Agility, Flexibility and Transformation Award for Corporate Comms During Geopolitical Upheaval.
“Say Communications work for the Royal College of Occupational Therapists made a real impact on us. They faced multiple challenges and were able to transform their approach very, very quickly and with great effect. We were impressed by their clear and effective strategy which delivered some outstanding results. They clearly demonstrated to us, and it has to be said with real purpose and passion, their ability to adapt and respond in a very short space of time. Many congratulations Say Communications, you are worthy winners.”
Communiqué Awards judgeAwards
Winner of Agility, Flexibility And Transformation Communiqué Award 2024
Shortlisted for Communiqué Excellence In Corporate Communications Award 2024
Winner of Best Crisis Communications or Response Campaign at Global Agency Awards 2024
Shortlisted for Best Crisis Communications or Response Campaign at European Agency Awards 2024
