Dudley Borough Council - Suicide Prevention

UX Lead for Reach Out campaign

UX Strategy
UI Design
Content Strategy
Public Sector
Creative Direction

Summary

What was delivered and how

Services

  • Pitch proposals and design briefs
  • UX consultancy
  • Content strategy
  • Workshop Facilitation

Deliverables

  • Creative response to brief inline with national strategy
  • Content strategy
  • UX strategy
  • Website design & development

Outcomes

  • Improved suicide awareness in Dudley
  • Effective messaging for specific audiences
  • Clearly defined calls to action
  • Collaborations with wider organisations

The Dudley Borough Council...

in collaboration with the national strategy based on a government framework to reduce suicides across the UK, faced a significant challenge. The aim was to create a comprehensive Suicide Prevention Campaign, with the primary requirement to deliver online resources for the local community in Dudley.

Tackling a difficult subject

The website needed to provide essential information on suicide prevention and support three key user types: potential victims of suicide, victims of suicide, and individuals concerned about someone they know.

Approach

As the Director of Digital Content Strategy & Production at The Partnership UK, I took charge of this critical project after winning the initial pitch requirements. My approach was grounded in collaboration and strategic content development:

  • Stakeholder workshops

    conducted multiple workshops with influential stakeholders, including charities, police, fire service, and council workers. These sessions were crucial in understanding the specific requirements and sensitivities surrounding suicide prevention.

  • User persona and content strategy

    My team and I developed highly detailed user personas and an in-depth content strategy. This approach ensured that all stakeholders and project teams had a clear understanding of their roles and responsibilities, guaranteeing effective contributions.

Solution

The outcome of this project was a successful Suicide Prevention Campaign, with the primary deliverable being the website for the Dudley Borough Council. Here's how the solution addressed the challenge:

  • Resourceful website

    The website provided an invaluable resource for the Dudley community, offering vital information on suicide prevention. It catered to three key user types, ensuring that individuals struggling with thoughts of suicide, those affected by suicide, and concerned friends or family members had access to relevant support and guidance.

  • Effective content

    The content strategy, shaped by insights from stakeholder workshops, facilitated the creation of sensitive, informative, and impactful content. This content played a crucial role in delivering the right message on such a sensitive and important subject.

  • Community engagement

    Leveraging my business contacts resulted in an innovative approach to community engagement. The logistics company's support, such as displaying campaign creatives on their trucks, extended the campaign's reach and helped raise awareness about suicide prevention.