South London and Maudsley NHS Foundation Trust

Sector
Charity & Non-Profit
Expertise
Public Sector Content
Purpose-Driven Content
The Brief

South London and Maudsley NHS Foundation Trust (SLaM) wanted to improve engagement with new and expectant fathers by addressing a well-known gap in public health communication: men are less likely to seek support early, especially around mental health, identity shift, and emotional wellbeing after becoming a parent.

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While support services existed, many dads didn’t feel seen in mainstream parenting content — and the language around fatherhood often lacked realism, emotional honesty, and cultural relevance.

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SLaM needed a campaign that felt human, local, and non-clinical, while still delivering public health value and signposting dads toward healthier behaviours and support.

The Process

TVOX developed and delivered a video-first communications campaign designed to create trust, start conversations, and increase reach among fathers across South London and beyond.

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Campaign Concept & Format

We built the series around real dads sharing lived experience — keeping the tone natural, relatable, and stigma-free. The podcast-style format allowed for honest conversation without feeling scripted or overly corporate.

Public-Facing Distribution

The campaign was designed for accessibility and shareability across digital platforms, with short-form cutdowns used to increase reach and drive viewers into full episodes.

Execution

We produced long-form episodes for YouTube and public channels, supported by short-form extracts optimised for social engagement — ensuring the campaign could reach fathers in different contexts, whether they were actively searching for support or passively scrolling.

Execution

Impact

Full Series