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Be Ready for Winter National Campaign 2010/11

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Be Ready for Winter National Campaign 2010/11

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  1. Be Ready for WinterNational Campaign2010/11 21 September 2010

  2. Communications Group 2009/10 Campaign managed by representatives from: • NHS Ayrshire & Arran • NHS Borders • NHS Greater Glasgow & Clyde • NHS Lanarkshire • NHS 24

  3. Three Messages 1 2 3 Restock medicines for winter ailments 15 – 28 Nov Order and collect repeat prescriptions 29 Nov – 12 Dec When GP surgeries are closed 13 – 30 Dec

  4. Advertising

  5. Stock Up: Outdoor15 – 28 Nov Prompt the public when they are shopping through 6-sheets located: Close to pharmacies At entrance to supermarkets In shopping malls + Online

  6. Prompt our audience to act by making them aware of the need to order/collect their prescription 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

  7. 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

  8. 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

  9. Announcement: Press13 - 24 Dec Press advertising in national, regional and local press: • Local news package • The Sun • Daily Mail • Daily Express • Metro

  10. Online Search Campaign Underpins All Campaigns As An Information Point

  11. Press and Media

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

  13. 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

  14. Promotional Materials

  15. 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 2009/10 campaign

  16. We are Planning for Easter 2011 • The new creative route will be used for the Easter campaign 2011 • Production will take place now in order to be cost effective. Be Ready for Easter poster, Easter 2010