National Family Health Brand Testing

The Problem

A national health brand cannot be validated in a studio. The study existed to find out which identity caregivers and the public would actually trust, tested with no mention of health programmes, to strip out any past associations from the read.

Approach

1. 01

   Ran 12 focus groups of 6–8 participants across four provinces (Sindh, Punjab, KP, Balochistan), split between female caregivers, male caregivers, and frontline health workers, two hours per session.

2. 02

   Tested image moodboards (illustration vs. real photography, traditional vs. modern tone), then names, logos, and taglines by sticker vote, in combination rather than in isolation.

3. 03

   Tested message tone across three sets, each built on a different behavioural principle (social norms, trust and authority, emotional appeal), ranked blind, then rated the assembled identity on emotion cards and an engagement ladder.

The sampling frame

Twelve groups, one province each, split by gender and by whether the area had high or low rates of child healthcare access, two hours per session. Locations are withheld and the external partner is unnamed.

• Female caregivers: 6–8 per province across Sindh, Punjab, KP, and Balochistan.

• Male caregivers: 6–8 per province across Sindh, Punjab, KP, and Balochistan.

• Frontline health workers: 6–8 per province across Sindh, Punjab, KP, and Balochistan.

Tested on paper, in the facility

Sessions ran in union council health facilities across four provinces. Sticker voting on printed sheets, one pair at a time, so a name or image was never rated in isolation from the rest of the identity.

• Image moodboards: illustration against real-life photography, traditional against modern.

• Names, logos, taglines: sticker-voted in combination, then matched to each other, so the pairing was tested, not just the parts.

• Message tone: three sets, each built on a different behavioural principle, ranked blind.

• The whole thing, assembled: integrated posters rated on emotion cards, then an engagement ladder to gauge an appropriate call to action.

Outcome

The specific identity, names, and recommendations that came out of this study are confidential and not reproduced here. What is shown is a repeatable method: validate a national health identity the same way you'd validate a product, in the field with the people who have to trust it, stripped of the programme associations that would otherwise bias the read.