Cwm Taf Morgannwg University Health Board (CTM UHB) has appointed Lynn PR to develop and deliver data-driven digital campaigns to promote protective behaviours, vaccination efforts and Test.Trace.Protect across Merthyr Tydfil, Rhondda Cynon Taff, and Bridgend.
This collaborative project will bring together the expertise of local communications and health teams, along with Lynn PR’s data-driven behavioural science approach, in order to combat mis/disinformation, status quo inertia, and fatigue around COVID-19 messaging, and improve the safety and wellbeing of communities.
Lynn PR will be working in partnership with Local Authority teams in Merthyr Tydfil, Rhondda Cynon Taff, Bridgend, and local communities themselves to deliver these urgent behaviour change campaigns to complement the ongoing Public Health Wales, Welsh Government campaigns.
Lee Leyshon, Assistant Director Engagement and Communications at CTM UHB, said: “There has been a significant amount of communications and engagement work done since the pandemic began last year but there remains much to do. We’re very excited about having Lynn PR on board to bolster this ongoing work using their specialist expertise across our Health Board area and working closely with our three Local Authority partners.”
Lynn PR will use its tested methodologies to create these audience-first campaigns which are designed to engage and persuade individuals to take action.
Lynn PR founder Shayoni Lynn added: “Our extensive experience in delivering urgent behaviour change campaigns in public health means we are able to hit the ground running on this important project. We are particularly excited to work with CTM Health Board’s local authority teams, to create meaningful communications that move people from intent to action on the ground. At a time when public health teams are racing to meet deadlines, we are delighted to be part of a communications project that embraces research and behavioural insights.”
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