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Be Ready for Winter National Campaign 2011/12

Be Ready for Winter National Campaign 2011/12. 13 September 2011. Communications Group 2011/12. Campaign managed by representatives from: NHS Ayrshire & Arran NHS Borders NHS Greater Glasgow & Clyde NHS Lanarkshire NHS Forth Valley Scottish Government Health NHS 24. Three Messages. 1.

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Be Ready for Winter National Campaign 2011/12

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  1. Be Ready for WinterNational Campaign2011/12 13 September 2011

  2. Communications Group 2011/12 Campaign managed by representatives from: • NHS Ayrshire & Arran • NHS Borders • NHS Greater Glasgow & Clyde • NHS Lanarkshire • NHS Forth Valley • Scottish Government Health • NHS 24

  3. Three Messages 1 2 3 Restock medicines for winter ailments 14 – 27 Nov Order and collect repeat prescriptions 28 Nov – 12 Dec When GP surgeries are open and closed 13 – 30 Dec

  4. Advertising

  5. ‘Re-stock’

  6. Re-stock: Outdoor14 – 27 Nov Prompt the public when they are shopping through 6-sheets located: Close to pharmacies At entrance to supermarkets In shopping malls + Online

  7. Prompt the public to act by making them aware of the need to order/collect prescription if needed before the festive holidays: 20 second TV commercial to allow for rapid coverage and repeated message + Pharmacy packs (window and dispensary panels) + Radio Countdown: TV, Radio & Pharmacies29 Nov – 12 Dec

  8. RadioStation Selection Stations selected to ensure pan-Scotland coverage of our audience • Radio Borders, Moray Firth Radio, Kingdom FM, Wave 102 FM, Smooth Radio, West Sound, Total Radio Forth, Total Radio Clyde, Total Northsound Radio, Real Radio, Total Radio Tay, Original 106, SIBC, Lochbroom FM, Isles FM, Oban FM, Nevis FM and Superstation Orkney Reach 1,458,000 adults in Scotland

  9. RadioStation Selection Community Stations included to ensure coverage of island and remote areas Superstation Orkney Lochbroom FM Oban FM Nevis FM Isles FM SIBC Please note coverage for Community Stations is not measured by Rajar

  10. Announcement: Press12 - 26 Dec Press advertising in national, regional and local press: • Local news package • The Sun • Daily Mail • Daily Express • Metro

  11. Online Search Campaign Underpins All Campaigns As An Information Point ‘Re-stock’

  12. Press and Media

  13. Target Audience • All adults • Parents of younger children • Over 65s

  14. Social media • Blog on NHS inform • Facebook posts and adverts linked to messages and media campaign • Twitter – targeted messages to reach a wide audience

  15. NHSScotland Digital TV channel • NHS 24 has launched a digital TV channel on which health information is available to the public. • Access through Sky, Virgin Media and Freesat • App available for smartphones and ipads • Accessed by 40,000 people per month

  16. Schedule of Activity • Promoting 3 key messages • Launch events and publicity opportunities • Working very closely with all territorial Boards • Seeking steady stream of local and national coverage – print, broadcast, online, social media

  17. Promotional Materials

  18. Poster and Leaflet • Quantities to all territorial Boards • Distributed to health venues – GP practices, community pharmacies • Local authority venues includes e.g. libraries Leaflet cover for 2010/11 campaign

  19. We are Planning for Easter 2012 • The creative route will be used for the Easter campaign 2012 • Production will take place now in order to be cost effective. Be Ready for Easter poster, Easter 2011

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