The Priory repositions with Design House integrated push

Design House has created an integrated campaign for mental health care group The Priory Group, challenging the misconception that the organisation is just for celebrities.

The Priory, which was established in 1980, is an independent supplier of mental health care. It operates more than 50 hospitals, schools and care homes across the UK. It frequently hits headlines due to its celebrity clients, which have included Ronnie Wood, Kate Moss and Amy Winehouse.

Design House was briefed to create a campaign that would promote the Priory’s general psychiatry service, specifically for stress. Creative director Chris Walmsley says, ’The downturn in the economy means everyone is so stressed now with jobs, mortgages and other problems.’

Walmsley says the consultancy was appointed around six months ago after initially talking to the Priory about working on its brand.

He says the campaign highlights ’real people and real stories’, and has used ’eye-catching Rankin-style photography’. Walmsley adds that the campaign is also being localised ’to show that the Priory is not just for Londoners’.

The consultancy adds that the campaign ’turns celebrity on its head’, using high-quality photography and dynamic typography, normally associated with glossy magazines.

Design House has developed a new microsite, plus print and billboard ads, for the Priory. The campaign rolls out this month.