Yorkshire creative behaviour change agency, Magpie, has appointed Kim Somerville as managing director to take forward an ambitious plan to make more positive social change and be the leading champions of unheard voices.
She is joined by new creative director, Rose Mountague, formally creative director at Epiphany (now Jaywing) and Dr Gráinne Dickerson, an experienced health psychologist as the new behavioural insights consultant.
This new senior team is tasked with inspiring more positive behaviour that will create healthier, happier communities one person one campaign at a time.
Co-Founders Ged Savva and Becky Dam said: “For the last 12 years we have co-created and tested campaigns to make sure our messages were localised for maximum impact. The question we asked ourselves and our clients is do we want to continue with campaigns that are just about engagement and reach like so many other agencies or do we want to truly change behaviour?
“We know the time is now and we know this is needed more than ever, just look at the impact behaviour change has had over the last 12 months. We are extremely excited to have this talented team to help us address real issues in society that will mean Magpie is using our creative talents for more social good.”
Kim Somerville is a marketing strategist and previous charity CEO with 20 years experience creating positive social impact. She joined Magpie as Director of Impact a year ago having been a client of Magpie for ten years.
She said: “Amazing things can happen when you blend behaviour change expertise with the best creative skills. Gráinne and Rose and the team of great campaigners around them have these skills in abundance. I’m excited to build upon my last year at Magpie and become the new Managing Director working with this team to create impactful campaigns which make a positive difference to people’s lives.’’
Over the last 12 months Magpie has worked with local authorities, NHS and third sector organisations on campaigns to prevent suicide; increase cancer screening appointments; stop smoking; reduce NHS over the counter prescription spend; increase active travel; increase levels of physical activity; and inspire COVID-19 compliance.
In addition to winning the PR Moment’s ‘best public sector campaign’ award for ‘Looking out for our neighbours’ to prevent isolation and loneliness with West Yorkshire & Harrogate Health Care Partnership.
One example of quantifiable behaviour change is with the Painkillers Don’t Exist campaign across Sunderland and County Durham which has seen high dose opioid painkiller prescriptions reduced by 35 per cent and 17 per cent respectively. It has radically improved many lives, and is a campaign that will continue through 2021.
Creative Director Rose and co-founder of She Does Digital said: “Our creative is designed to address life changing issues. Every campaign has meaning and is designed to make a real difference to real people. The portfolio of work is incredibly rewarding and I’m excited to support a creative and talented team to inspire behaviour change.”
Dr Gráinne Dickerson, who is the Chair-elect of Behavioural Science and Public Health Network and is an expert in using behavioural science to develop and test behaviour change interventions, said: “Magpie is leading the way in applied behaviour change and shaking up the thinking on truly listening and engaging with communities that are yet to be fully heard. The focussed vision of Kim and the founders, and confidence, positivity and fun across the whole team makes this a dream role for me.”