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STP 'guerrilla marketing' campaign to fight public perception of cuts

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  • Humber, Coast and Vale STP invites expressions of interest to develop a £10,000 “social media and guerrilla marketing” campaign to promote its proposals
  • The STP is looking for design and marketing agencies to help create the strategy
  • One of the goals of the campaign is to “turn down the noise” about cuts and risks to the NHS, instead focusing on quality and prevention to sustain services

A sustainability and transformation plan region has invited marketing agencies to express an interest in developing a “social media and guerrilla marketing” campaign to promote its proposals, LGC’s sister title Health Service Journal reports.



The advert posted by Humber, Coast and Vale STP said one of the goals of the campaign, which has an £10,000 indicative budget, is to “turn down the noise” about cuts and risks to the NHS to focus on quality and prevention to sustain services.

Hull Guildhall

Hull Guildhall

The Humber, Coast and Vale STP has a combined budget of £3bn

The expression of interest notice, published on East Riding of Yorkshire Clinical Commissioning Group’s website, said the campaign should “link the work of the Humber, Coast and Vale STP with real life patient and service user experience”.

As well as achieving the six priorities of the plan, the notice said the STP must persuade the public and patients to engage in the process.

The document added: “The STP programme is seeking expressions of interest from communications and marketing specialists to support the in-house resource with a campaign that will deliver messaging into all the diverse communities in the footprint, including those who are commonly overlooked and have limited access to digital media.

“We want the public to understand the need for change in the Humber, Coast and Vale footprint so that they engage with us to bring their experiences and aspirations into the planning process.

“We want to turn down the noise about cuts to services and risks to the NHS, and be able to demonstrate that our population understands that a focus on quality and prevention will sustain services into the future.”

The application form asks potential bidders to describe:

  • how they would use social media and “guerrilla marketing tactics to surprise people and challenge their thinking about healthcare services”;
  • what messages, social media platforms and events they would use to communicate the benefits of proposed STP changes; and
  • an effective exit plan for anything that no longer works or where the needs of users change during the campaign.

The Humber, Coast and Vale STP, which has a combined £3bn budget across its organisations, was published in November. One of the key proposals is to abandon payment by results, and move to a cost and risk based contract for acute providers.

The changes are expected to be in place by April, while a “control total” for the STP area will be issued for 2017-18 to incentivise organisations to manage activity levels and reduce costs.

The area needs to save £420m by 2021 and the STP has emphasised on moving care out of hospitals into the community.

Expressions of interest must be submitted by 17 February, and the campaign is expected to launch in April and run for the rest of the year.


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