Pharmacy2U — Prescription acquisition campaign
An integrated campaign concept designed to attract younger NHS prescription customers through everyday digital behaviours.
Client: Pharmacy2U
Role: Visual Designer
Deliverables: Campaign ideation & creation, social, web, OOH, print.
Objective
Design an integrated acquisition campaign to attract new NHS prescription customers to Pharmacy2U, with a creative concept that can scale across multiple channels.
Audience
“George” is an early-20s recent graduate who lives within his phone, with everyday apps including Deliveroo, Snapchat and Twitch.
Challenge
Pharmacy2U needed to make NHS prescription management feel relevant to a younger audience (the audience is largely untapped) and fit naturally into the digital behaviours they already have.
Approach
Young people already use their phones for countless everyday tasks, from checking maps and tracking parcels to scrolling social media and managing their calendars. Rather than interrupting these behaviours, I looked for opportunities to make prescription management feel like a natural part of them.
This led to a campaign idea built around familiar digital moments, using simple, contextual messaging to introduce Pharmacy2U when the audience is already engaged with their phone.
The big idea
The idea turns everyday phone behaviours into timely prompts to manage an NHS prescription.
Checking maps?
While you're here... Save yourself a journey.
Sorting your calendar?
While you're here... Sort next month's prescription.
Tracking a parcel?
While you're here... Track your prescription too.
The flexible idea gives the campaign a consistent visual and verbal framework while allowing the messaging to change according to the context.
Campaign Concept
The campaign was designed as a flexible system that could adapt across different behaviours, formats and channels while remaining instantly recognisable.
The visual language combines bold typography, simple messaging, Pharmacy2U's existing brand identity and a more authentic & organic photography style focused on people using their phones in everyday situations, avoiding the typical white coats and smiling GPs.
Website Experience
Rather than redesigning the entire website, I focused on the acquisition journey. The existing NHS prescription messaging and hierarchy were retained, with the campaign introduced through a new mobile-first hero.
The journey was then supported with clear information around registering, managing prescriptions and the perks.
Email design
The campaign was carried through into email, combining the core creative with Pharmacy2U's key benefits, trust signals and a clear call to action.
The campaign creates a cohesive acquisition platform that connects Pharmacy2U with familiar everyday mobile behaviours.
By using a simple idea that can flex across different contexts, the campaign communicates convenience while maintaining a consistent brand experience across digital, social, email, OOH and print.
Outcome & Impact
This project reinforced the value of starting with audience behaviour rather than the channel. By identifying moments that already exist in people's everyday lives, the campaign could introduce prescription management in a way that feels simple, relevant and easy to act on.