Brand consultancy Thompson has been appointed by Kent County Council (KCC), following a competitive pitch, to deliver cohesive branding and content for Kent’s Drug and Alcohol Treatment and Recovery services (D&AR). Thompson responded to the pitch with a brand strategy built around user-centred design to raise awareness, create more navigable signposting for services, while also destigmatising the experience.
In collaboration with key stakeholders, Kent County Council has tasked Thompson with aligning all current services – West Kent Adult Drug and Alcohol Service, East Kent Adult Drug and Alcohol Service, Young Persons Drug and Alcohol Service, and East Kent Recover Housing – under one recognisable brand identity for service users. The project involves the creation of brand assets, written content, videos and digital content applied across a range of platforms to ensure service users are clear about the programmes available.
Funded via the SSMTR Housing Support Grant and the Rough Sleeper Drug Treatment and Recovery Grant, the win adds to the brand consultancy’s growing portfolio of charity and NGO partners within the mental health and wellbeing field.
In response to a recent two-part independent review by Dame Carol Black revealing the fragmentation and funding pressures within the drug and alcohol treatment system in England and Wales, Thompson will be responsible for contributing to an increase in positive service outcomes and uptake of services.
The community drug and alcohol services commissioned by KCC are formed by three service providers: Change Grow Live, Forward Trust, and We Are With You. Thompson is tasked with ensuring each service sits together beneath branding immediately recognisable as the Kent Drug and Alcohol Service, while making it clear how users can access care.
Thompson’s work with KCC will contribute towards improved visibility of the treatment and recovery services and will dispel current stigmas around individuals with substance-use disorders to encourage them into treatment programmes. The brand consultancy will create clear information on who delivers these services, how to access them, where they are offered and who they are for.
Rachel Cook, Managing Director at Thompson, commented: “Drug & Alcohol Recovery Services provide critical care for a hugely varied audience, yet research shows those in need are finding it difficult to navigate services available to them. We’re pleased that KCC recognised that that’s our area of expertise; bringing user-led insights at the centre to create clear positioning and messaging, proven to change behaviours and provide measurable returns. In this case, our work will help increase an uptake in the D&AR services KCC provides.
We want to help unravel the stereotypes that stigmatise drug and alcohol misuse which prevent services users – particularly women and some ethnic minority groups – getting the care they need. By working directly with clients of these services, we hope to creatively communicate lived experiences and voices to elevate the platforms available to those who will benefit the most from them.”
KCC Public Health Consultant, Jess Mookherjee, said:“Drug and alcohol misuse continues to be a key issue in Kent, with latest figures showing around 10% of adults reporting drug use and over 300,000 drinking above the recommended 14 units a week.
“Addiction is destructive, no one should battle it alone and working with Thompson to make our vital support and treatment services easier to find and use will mean more residents get the help they need.
“As well as saving lives and improving the health and wellbeing of Kent communities, getting more people into recovery will ultimately save taxpayers’ money and ease pressure on our already overstretched NHS.”