The General Medical Council (GMC) is the independent UK body that regulates doctors, physician associates, and anaesthesia associates, with the primary goal of protecting the public by ensuring high standards of medical practice.
It sets and maintains professional standards, manages a register of qualified professionals, approves medical education and training, and investigates complaints to ensure the public’s safety and confidence.
The General Medical Council’s Welcome to UK Practice campaign was designed to raise awareness of its well-received workshops for doctors new to practising in the UK. The aim was to increase attendance by communicating in a positive, friendly and approachable manner, and to reinforce the GMC’s role as a supportive regulator.
We were briefed to develop the identity and campaign assets for the campaign, to be instantly recognisable by international doctors and help to bring various content types together consistently.
A full set of campaign assets were required – social media assets, email signature, leaflets, banner stands, photography art direction, creative copywriting headlines and calls-to-action, video titles and video editing.
We successfully collaborated with General Medical Council’s in-house team to deliver a well received campaign identity and assets. We brought together GMC’s detailed brief, key findings brand guidelines to create a campaign with impact that was on-brand but had its own distinct identity.
We art-directed photography for the campaign, images of real doctors who had experienced the GMC’s workshops, shot in black and white for a distinctive look that stand apart from the rest of GMC’s brand imagery. We paired these with statements and quotes highlighting things that these doctors now know after attending the workshop.
