Creating Accessible Video Content Promoting NELFT’s Infant Feeding Support Services
North East London NHS Foundation Trust (NELFT) provide a broad range of community and mental health services for people living within boroughs in London and south west Essex. The team sought a digital solution – including targeted digital advertising – to increase awareness, accessibility and engagement of its infant feeding support services across the diverse communities it serves.
The approach would need to be scalable and sustainable, to include the creation of video content for use across multiple digital platforms, including social media, YouTube and the NELFT website. The content would need to deliver healthcare messaging consistently and clearly, ensuring that new parents and families could access important guidance, support and information about the early days of feeding their child, regardless of their preferred language or communication needs.
Harnessing AI Innovation to Create a Scalable Digital Communications Framework
The KAT Marketing team developed a content-first strategy, which centred around the creation of bespoke AI-generated avatars of NELFT team members, designed to act as both visual presenters and voiceover narrators across a series of breastfeeding support videos. This innovative approach to content creation would aim to establish a consistent and recognisable presentation style to deliver healthcare information in an engaging, accessible format. The content generated could be easily adapted and expanded as the campaign evolved – without the need for repeated filming sessions with the team.
Accessibility was a key consideration to ensuring that the client’s messaging could be reached and interacted with by a diverse audience from different backgrounds, including those communities where English may not be their first language. Not only would closed captions be incorporated across all video assets, but multiple translated language versions were to be produced to maximise both accessibility and audience reach. Approved video content would then be launched in targeted social media advertising campaigns as well as shared by the client to support their community across their website, in-person services and more.
AI-Powered Content Creation Featuring Reusable Digital Presenters
Video Content Production
• Directing and filming team members for AI avatar scripted input
• AI avatar creation – including facial expression tuning, voice cloning, speech pacing, tone of voice and behavioural refinement
• Video content creation utilising pre-existing video clips and incorporating the avatars superimposed as visual presenters and voiceover narrators
• Editing and post-production of all video assets, including implementing client feedback
• Closed captions incorporated to increase accessibility across channels
• Consistent branding and messaging maintained throughout all assets
Digital Campaign Delivery
• Strategic digital advertising campaigns delivered across Meta platforms
• Additional video edits to optimise content for use as creative assets in targeted paid digital adverts
• Creative copywriting of captions and campaign management
• Audience targeting and ongoing campaign optimisation
• Performance monitoring and monthly reporting throughout campaign delivery
Multilingual Video Translation – Accessible Resources for all
A key part of the project focused on extending the reach of infant feeding support information by adapting video content to produce translated language versions to ensure healthcare messaging was accessible to multilingual communities. The process included adapting on-screen messaging and translated content across each video version, followed by review and checking stages to ensure translations were delivered clearly, remained culturally appropriate and maintained a high standard of quality and consistency across all assets before final delivery.
Initial translated versions were produced across two campaign videos in five languages – Ukrainian, Romanian, Bengali, Arabic and Albanian. Further programmes of translated content are already planned, with additional language versions of multiple videos scheduled for production as the campaign continues to develop.
Fast, Scalable and Consistent Content for Ultimate Asset Flexibility
The project successfully established a sustainable and scalable model for future healthcare communications, enabling NELFT to deliver important information in a consistent, accessible and engaging format. By combining AI-powered content creation, multilingual localisation and targeted digital promotion, KAT provided a scalable communications framework capable of supporting future healthcare campaigns while improving access to information for the communities it serves.
• Reusable digital presenters for application across future communications and campaigns
• Faster, scalable content production without the need for repeated filming
• Greater asset flexibility when creating service updates and public-facing information
• Consistent delivery of healthcare messaging across multiple channels
• Enhanced accessibility through captioned and multilingual content
• A future-ready approach to digital communications
The multilingual content programme has also expanded the accessibility of breastfeeding support information, helping ensure key messages can be understood by a broader range of communities across North East London and wider Essex.
