Designing an interactive website aimed at children aged 4 to 11 sounds like fun – and it was!
Leicestershire Partnership NHS Trust wanted to educate children about their school nurse and deliver important public health messages to them. Recognising that the audience would only respond to stimulating content appealing directly to them, they enlisted Diva to come up with creative ideas and transform them into a useful resource.
We held an initial focus group with children to develop an understanding of what they expect to experience when they visit a website and what they find exciting about their favourite examples. From this insight, we co-created the Health for Kids brand with the children, allowing them to vote and comment on their favourite designs to ensure they felt an ownership of it.
The result was a world of exploration with different themed areas that excite visitors to spend more time on the website, with a school nurse character always present to offer useful tips and advice on a range of health matters.
The Health for Kids site includes three fun games for children that inform them how their school nurse can help them, as well as an exercise video with a professional instructor to encourage physical activity.
Its success has exceeded client expectations, earning praise from NHS practitioner groups and commissioners themselves as well as children. In its first month, the website received 2,500 visits and over 10,000 page views, with an average visit time to the website of three and a half minutes.
Health for Kids was a great example of how Diva works with stakeholders and target audiences to develop resources that appeal to them. The project was highly commended by the Association for Healthcare Communications and Marketing in its 2014 Best Website category.
We also worked on a Health for Kids summer campaign, Move It Boom!, which promoted physical activities such as trips to local parks.http://www.healthforkids.co.uk