St Andrews Healthcare | YouTube strands
Director/editor
I was approached to support St Andrews Healthcare in developing their YouTube channel strategically with content to address insights gathered from a research survey. This resulted in the creation of two new strands of content which aimed to break through lack of understanding around key mental health conditions, and directly challenge misconceptions and stigmas.
“Cat understood what we required from the start, and came up with a fun and easy to watch format. Thanks to her calm yet energetic nature she managed to get the best out of people who had never been in front of a camera before, let alone in a studio-type setting with bright lights and multiple cameras! Cat also helped with our publication strategy suggesting how to get the most out of the content which she shot, taking into consideration different audience needs and tailoring them to each social media platform. Her “can do” attitude and professionalism resulted in a fantastic and watchable series of films on what is a very sensitive topic. Both ‘Let’s Talk About’ and ‘Your questions answered’ have received considerable praise from experts in the healthcare sector.”
Jo Lehnamm, Senior External Communications Manager, St Andrews Healthcare
Let’s talk about
A series of explainer films each focussed on different mental health conditions featuring St Andrews experts as presenters in a studio setting.
These films all follow the same format:
Define the condition
Break down common misconceptions and address stigmas associated
Offer practical tips and advice for support
The format was designed to be engaging, easy to consume and informative by using motion graphics to highlight key points made by the speaker, a pacey edit style and music.
To maximise Search Engine Optimisation and aid multiple, differing user journeys, I designed the films to be broken down into smaller ‘chapters’ based on regular search questions.
Your questions answered
Whilst the ‘Let’s talk about’ series profiled expert voices, ‘Your questions answered’ features people with lived experience having open and honest conversations around key questions submitted by members of the public with a view to breaking down stigmas and barriers that may surround certain aspects of complex mental health.
