TVOX

South London and Maudsley NHS Foundation Trust

Sector

Expertise

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.