Use the human voice

Case study: A maternity and Early Years strategy for West Wales

Screenshot of the finished website

As part of a multidisciplinary team assembled by Panda, I worked on researching, writing and publishing a new strategy for maternity and Early Years care for 3 county councils in west Wales: Carmarthenshire, Ceredigion and Pembrokeshire. The fact that west Wales is one of my favourite places in the whole world only influenced my decision to join the team a tiny bit. Honest.

This was a genuine team effort. I was grateful to work alongside Alastair Lee from Panda, subject matter expert Dr Patricia Lucas, web developer James Allen and illustrator Quinton Winter.

Using Pastel to gather feedback on early versions of the website

We wrote the first bad drafts in Notion

Stickes on a whiteboard

As an expression of strategy, the text had to find the right balance between setting out the vision the stakeholders want to see, and being pragmatic about what might be possible in the real world circumstances of local government. Not too bold, but not too bland.

At the same time, our team was trusted to write text that made sense. We pushed hard for an end result that looks and reads unlike most other formal council strategies; in particular, we wanted it to be something that busy midwives and early years carers would have time to read, and would find relatable.

📮 giles (at)
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