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Concept
Saxon Weald needed to boost engagement with MySaxonWeald, a digital portal designed to enable tenants to manage their tenancy online. Research identified several key barriers, including limited awareness, misunderstandings around the system’s capabilities and concerns about usability, particularly when reporting non standard repairs. The concept was to deliver a relatable, myth busting campaign that educated, reassured and encouraged usage, both internally and externally.

Execution
I carried out the initial market research that provided the insight for the project and led the development of a campaignable creative concept grounded in staff and tenant feedback. This was brought to life through a 2D explainer animation, which acted as the anchor for multiple deliverables, including a portal reskin, infographic, printed materials and social media content.

The campaign maintained strong visual consistency and clear messaging throughout. I scripted the content, project managed the animation and ensured staff training aligned with the wider communications plan. User testimonials and clear myth busting facts were used to build trust and confidence across all channels.

Results
The campaign increased understanding and use of the MySaxonWeald portal, particularly among partial users. Staff became confident advocates, supported by tailored training and practical support materials. Visual elements from the animation were reused across multiple touchpoints to reinforce key messages. A six month review framework was also built in, enabling performance monitoring and ongoing message refinement.