Manchester-based Creative Agency Loaf were appointed in December by the not-for-profit member organisation GS1 UK, who implement standards for business communication throughout the retail, foodservice and healthcare sectors, to create a campaign showcasing the organisation’s support and success across the NHS.

The portal and hero video are being launched today at the GS1 UK Healthcare Conference in London. Loaf’s work includes insights, audience profiling, creation and production, as well as the content and messaging strategy that demonstrates the true value of the part GS1 UK plays within the sector.

The film direction and video brings NHS workers and the people they support to the forefront, telling the story of the impact GS1 UK has within the NHS, something that Loaf and their chosen director; top 30 under 30 director Charlie Watts were keen to represent throughout its creation.

“Over the last 4 years we have built up a library of impressive success stories of the real benefits GS1 standards are having on the NHS in England. However this evidence was buried on our website and needed to be communicated in a more engaging way. We already had an idea of an approach but this completely changed when we engaged with Loaf. Right from the get-go they challenged our “traditional” view and shifted our mindset to think about more about the end-user, the patient in this case and impact GS1 standards are having on their lives.”

“We can’t wait to launch the portal and video at this year’s Healthcare Conference and see people’s reactions first hand. I’m so pleased we chose Loaf. Their way of thinking has helped us shift the needle in terms of the end product and also for future projects!”

Alex Smith, Head of Marketing, GS1 UK

GS1 UK are widely recognised as the global language of business and is a community of over 38,000 members, one of 112 independent not-for-profit GS1 organisations and operates across 150 countries worldwide to provide globally recognised open standards and efficiencies across numerous industries.

GS1 standards allow NHS England to uniquely identify every person, product and place, from surgeons to stock rooms, solving major logistical problems and offering tangible improvements, helping to save thousands of lives and millions of pounds. GS1 UK’s work within the NHS, and with its suppliers, is unparalleled. Loaf chose to showcase this success and to humanise the impact of their work and are proud to help the team at GS1 UK tell their story in a more emotional way.

Alan Houghton, Co-founder and MD of Loaf commented: “We are thrilled to be delivering this campaign featuring real-world case studies about the direct influence GS1 UK have had on the industry and the people it supports – it’s an incredible story.”

Sarah Joynt-Bowe, Head of Strategy at Loaf commented: “We approached this project by challenging the brief from the start. We felt we could take it a step further to deliver above and beyond what GS1 UK had set their sights on — we wanted to tell their stories in a high-touch, high-impact way.”

“We are proud to deliver a solution that really showcases their success in a more human way. It sets the benchmark for the innovative approach they want to pursue moving forward.”

The portal Loaf created can be viewed online