The NHS and online retailer, Kingfisher Direct, have both appointed Principles.
The Leeds agency will work with NHS on a “Be Kind” campaign to combat abuse inflicted on primary healthcare providers, which was exacerbated during the Covid-19 pandemic.
It will run for an initial 3 months, with Principles combining research, strategy, concept development and paid media.
“Principles’ proposal for the ‘Be Kind’ campaign was incredibly strong with a good balance of research and campaign development and activation,” said Karen Coleman, Associate Director for Communication & Engagement at West Yorkshire Health and Care Partnership.
“Principles was selected to support the NHS for this vital campaign based on its ability to work with sensitive subject manners, extract evidence based on insight, and translate these elements into an effective campaign creative.”
With Kingfisher Direct, it will lead on a rebrand and “strategy reset.”
