Croydon IAPT came to Onclick looking ways to help promote their service via video content, both to clients and health professionals.
Their aim was to increase the number of self-referrals and improve GP awareness and knowledge of their service.
In partnership with Leslie Rossouw (Service Lead), we developed a script that addressed all key aspects of the client process. Content was shaped by the common questions raised by clients about the service. These were later introduced via title screens to break up the video into bite-sized sections.
Getting the tone right was essential, to ensure the staff were marked as experts in their field, whilst also coming across friendly, caring and approachable to the viewer.
The final script was then shared across a selection of interviews from staff members in a variety of roles at Croydon IAPT. This acted as a good means to introduce potential clients to the team and reduce any possible anxiety in accessing the service.
We developed three initial separate videos as clear stages of the process:
A welcome video to the service, detailing how to initially register and ensuring it’s the best solution for the client’s needs.
A guided tour of the first screening call, what a client should expect to discuss, the next steps and alternative options where a waiting list is possible.
An outline of what a client can expect from treatment and the various options available to them at the service.
Filming consisted of two full days; the first interviewing staff, the second filming cutaway shots that we mocked up in different settings around Croydon IAPT.
In postproduction, we designed and developed branded title screens, staff name captions and animated popups to pull out key information. We also integrated soft piano background music throughout each clip to create a positive and hopeful atmosphere.