Be Ready for WinterNational 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

Restock medicines for winter ailments

14 – 27 Nov

Restock medicines for winter ailments

14 – 27 Nov

Order and collect repeat prescriptions

28 Nov – 12 Dec

Order and collect repeat prescriptions

28 Nov – 12 Dec

When GP surgeries are open and closed

13 – 30 Dec

When GP surgeries are open and closed

13 – 30 Dec

11 22 33

Advertising

‘Re-stock’

Re-stock: Outdoor14 – 27 Nov

Prompt the public when they are shopping through 6-sheets located:

Close to pharmaciesAt entrance to supermarketsIn shopping malls+Online

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 & Pharmacies

29 Nov – 12 Dec

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

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

RadioStation Selection

Announcement: Press12 - 26 Dec

Press advertising in national, regional and local press:

• Local news package• The Sun• Daily Mail• Daily Express• Metro

Online Search Campaign

Underpins All Campaigns As An Information Point

‘Re-stock’

Press and Media

Target Audience

• All adults• Parents of younger

children• Over 65s

Social media

• Blog on NHS inform• Facebook posts and adverts

linked to messages and media campaign

• Twitter – targeted messages to reach a wide audience

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

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

Promotional Materials

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

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