OUTpatients
A culturally relevant campaign designed to inspire action and improve lung health awareness...
Curiosity changes outcomes.
When people feel seen, they're more likely to engage.
Stronger
relevance targetting a discreet audience
Platform
built around empowerment rather than fear
Flexible
awareness campaign adaptable across multiple touchpoints
Building trust
relevance targetting a discreet audience
built around empowerment rather than fear
awareness campaign adaptable across multiple touchpoints
Health messaging should feel personal.
Project overview
OUTpatients partnered with Mobas, on behalf of Greater Manchester Cancer Alliance, to develop an awareness campaign encouraging members of Manchester’s LGBTIQ+ community to attend NHS lung screening appointments when invited.
The campaign focused on smokers and ex-smokers aged 50 and over, particularly those living in and around Manchester’s Gay Village. The objective was to create a campaign that felt relevant, inclusive and culturally connected, helping audiences recognise that the invitation was intended for them and empowering them to take positive action.
Rather than relying on traditional healthcare communications, the approach centred on audience insight, cultural relevance and bold creative expression.
Defining the challenge
Historically, NHS health campaigns have often struggled to resonate with certain audiences within the LGBTIQ+ community. Many people perceive these messages as generic or designed for someone else, reducing engagement and limiting the impact of important health initiatives.
The challenge extended beyond awareness. Before audiences could engage with the message, they first needed to notice it. Traditional healthcare advertising often fades into the background, particularly in vibrant and visually rich environments like Manchester’s Gay Village.
The campaign needed to feel authentic to the community it was addressing, build trust through representation and encourage people to view lung screening as something relevant, accessible and worthwhile.
Strategy and solution
The strategy began with a simple insight: if the campaign was going to succeed, it couldn’t look or feel like a traditional healthcare campaign.
The creative needed to belong within the cultural landscape of Manchester’s Gay Village. It had to feel confident, contemporary and visually striking enough to capture attention before delivering its health message.
At the heart of the campaign sat a single word: Curious.
The idea reframed lung screening through a more positive lens. Rather than focusing on fear, risk or uncertainty, the campaign encouraged people to embrace curiosity about their health. For many smokers and ex-smokers, concern about what a screening might reveal can become a barrier to attendance. By shifting the narrative, the campaign positioned screening as an empowering opportunity to gain clarity and peace of mind.
Visually, the creative was designed to feel bold and distinctive. Vibrant colour combinations, expressive typography and dynamic lighting effects gave each execution energy and impact. A flexible colour system allowed individual pieces to stand alone while collectively forming a subtle rainbow-inspired palette, creating a meaningful connection to the LGBTIQ+ community without relying on predictable visual cues.
To deepen authenticity, recognisable locations from Manchester’s Gay Village were incorporated into the imagery, helping the campaign feel rooted in the community it was created to serve.
The campaign was delivered across outdoor advertising and social media, ensuring visibility both within physical community spaces and online.
Every element of the campaign was developed with cultural relevance at its heart. Most importantly, the campaign created a platform that made lung screening feel more accessible, relevant and inclusive, helping to bridge the gap between important NHS health services and the communities they aim to support.
The campaign’s distinctive visual style helped it stand out within a busy environment, while the use of familiar local settings strengthened community recognition and authenticity. From the subtle rainbow-inspired colour system to the use of local landmarks, the creative was designed to feel genuine rather than performative. This attention to detail ensured the campaign spoke with the community rather than simply speaking to it.
The creative was deployed across outdoor posters, venue media, social media and branded merchandise, ensuring the campaign reached audiences in the spaces they live, socialise and connect. By maintaining a consistent visual identity across every touchpoint, the campaign built recognition, reinforced its message and created a cohesive experience that felt authentic to the community
The result was a flexible and recognisable creative platform capable of evolving over time while maintaining a clear and consistent message.
More work we’re proud of
Ready to chat? We can help.
Let’s be honest – it’s probably better to have a chat about things first. Get in touch below and we’ll be in contact soon.
+44 (0)1223 841 699
say.hello@mobas.com
Let’s be honest – it’s probably better to have a chat about things first. Get in touch below and we’ll be in contact soon.
+44 (0)1223 841 699
say.hello@mobas.com
