The chief executives of the 10 London Trusts responsible for mental health services have been meeting at 20 Cavendish Square for over a decade to discuss issues of common interest.
These discussion forums proved to be a valuable space in which to consider the complex challenges facing the mental health community in London, and in 2014 the Trusts’ leadership asked Freshwater to assist them with formalising their commitment to tackling those challenges together.
Freshwater worked with the leadership at the Trusts to create a new brand identity and narrative that would allow them to amplify their individual voices and assert greater influence over key issues affecting mental health care in the capital.
The Cavendish Square Group – as it is now known – was officially launched in February 2015 with an event managed by Freshwater’s specialist events team. The Rt. Hon. Norman Lamb MP delivered the inaugural lecture at the event, which was attended by influential stakeholders from across the public and not-for-profit sectors.
Freshwater worked with the Cavendish Square Group to identify relevant parties to invite to the event and also managed and produced the invitation. This was issued both electronically and by post, with the responsibility for all RSVPs and guest communications falling under the remit of Freshwater’s event team.
Following a venue selection process which included site visits, the Royal Society of Arts (RSA), just off the Strand, was selected as the location for the launch. Aside from offering a central location, the RSA is committed to a Mental Wellbeing and Social Inclusion programme which closely aligned with the Group’s ambitions for increasing mental wellness in the capital. The event was well-attended with positive feedback from all involved including the office of the Minister.
The launch event offered the Group a platform to officially unveil its new identify and communicate its ambitions for London. Freshwater worked with the Group to develop a suite of collateral for use during the launch event including; roller banners, lighting effects, programmes and an infographic for use across social media. A dedicated Twitter feed was established to offer stakeholders a way to keep in touch with the Group.
Within 24 hours of launch, the Twitter feed had recruited 120 followers and the Group received messages of support from the office of the Mayor of London, fellow NHS Trusts and colleagues from campaigning and charity organisations. The infographic produced by Freshwater was retweeted 40 times, saw 11 favourites and was viewed a total of 6,915 times.