People at the Heart Values Campaign

Lancashire Care NHS Foundation Trust (now Lancashire and South Cumbria NHS Foundation Trust) is an organisation that provides health and wellbeing services for a population of around 1.5 million people and helping them do that are a workforce of 7,000 staff members.

In early 2018, the results of their previous staff survey were released, highlighting some issues they weren’t already aware of and areas for improvement across the organisation.

The Trust immediately began work to come up with solutions and put in place initiatives to address the issues raised and make Lancashire Care a great place to work again. As a result, the ‘People at the Heart’ internal brand was born.

Following on a year and in the run up to the next staff survey, there was a realisation that this activity had not been communicated across the organisation as far as required, and so not all staff were aware of the steps taken to improve their workplace.

A strong, sustainable and effective internal communications and engagement strategy was therefore needed to ensure staff were aware of all the great initiatives that had been put in place over the previous months.


With the next staff survey due at the beginning of October, there was therefore a need to bring to life all of the actions that have taken place over the course of the last year, which very clearly show tangible links between what was said in the survey and what has been delivered as a result – a ‘you said, we did’ approach.

There was a small window of opportunity to deliver a campaign which would have enough impact and reach to ensure that each of the 7,000 staff members in Lancashire Care NHS FT understood the message - that they had been listened to, and that improvements had been and will continue to be delivered.

To kickstart the campaign, Cynergy worked with the relevant people within Lancashire Care NHS FT to create a narrative and high level, visual strategy which clearly outlined what the ‘People at the Heart’ campaign was all about, how it linked to the previous staff survey and what people could expect in the following weeks.

The Trust’s ‘People at the Heart’ brand was vibrant, fresh and engaging, and represented their refreshed organisational values, so we were able to work and build on this by linking themes (proposed by the team) to the six values, and from this we integrated the messages to create one, unified narrative.

Board members of the Trust were also nominated to take ownership of a value and became the face of the campaign, demonstrating that the approach is owned at all levels within the organisation and effectively championing the work and theme of the week. We supported each lead by creating briefing sheets and scheduling calls to outline the value they were championing, the theme of the week, key messages, and to suggest creative ideas that could bring it all to life.


Over the following eight weeks, each theme and value was communicated through key deliverables including:

  • Visual screensavers: to reach the vast number of staff at the Trust, acting as a highly visual reminder of what the theme was and a signpost to find out more about the activity and who was leading.
  • The 8-week visibility programme: Nominated board members visited different locations across the 8-weeks, interacting with staff and conveying the week’s theme through different initiatives.
  • Interactive video content (e.g. short vlog interviews): To be shared on social media and microsite with the aim of engaging staff through visible leadership.
  • Social media campaign: To encourage interaction and discussion with staff, share updates, images, videos with #peopleatheheart to show they are ‘living’ the campaign day-to-day
  • A-Z cards: Printed folded Z-card which demonstrates the things that make their organisation so special and highlight what they are doing to make Lancashire Care a great place to work.
  • Innovation Exchange portal: Platform for staff to share their ideas, innovations or challenges with the whole trust.

Through each of these deliverables we aimed to collaborate and engage with staff to co-produce a culture based on their values of integrity, respect, excellence, accountability, compassion and teamwork.


Following completion of the campaign and after the survey had gone live, we encouraged Lancashire Care to continue engagement to show the integrity of the campaign and to truly embed the message and values into the minds of their staff.

A well-thought-out and robust internal comms strategy can really help your employees understand how they fit into the bigger picture, allows you to gain honest insight from the frontline and also creates better leaders; leaders who are better able to understand employee needs and ultimately how they can meet those needs to motivate and inspire.

How are you engaging with your staff? Need a boost of inspiration? Get in touch to see how we can help!