creating a tobacco free nhs: the national smokefree nhs. jane hoeflich.pdf · script development...
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Creating a tobacco free NHS:
The national smokefree NHS
grounds campaign
Jane Hoeflich
Senior Marketing Manager
NHS Health Scotland
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Contents
1
Campaign objective 2
Stages of planning 3
Audience and insight 4
Outputs 6
Development 5
7
Background
Evaluation results
8 Summary and Contacts
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Background
Political
National and Local
Collaboration
1
2
3
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Campaign objectives
• Raise mass awareness
Explain the priority
Communicate the parameters
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October
Agreement to proceed
November
Agencies commissioned
and briefed
Desk research
December
Script development
January
Insight gathering and pre-test
Pre-wave campaign evaluation
February
Filming of TV advert, recording of radio advert
and build of microsite
March
Ministerial launch and
campaign on air
April
Post-wave evaluation
Timeline of activities
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Audience segmentation
All smokers
Heavy smokers (20+ a day)
an Male and female
Social demographic of C2DE
25-44 and 55-64.
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132,000 HEAVY SMOKERS, C2DE 25-44 AND 55-64’S IN SCOTLAND
894,000 Smokers
588,000
C2DE Smokers
305,000
C2DE Heavy Smokers
20.2% OF ADULTS IN SCOTLAND SMOKE
Source: TGI GB Jul’13-Jun’14, base adults 15+, “Heavy Smokers” about 20+ per day
86,000
25-44 C2DE
Heavy Smokers
46,000
55-64 C2DE
Heavy
Smokers
52%
45%
51%
53%
54%
52%
48%
55%
49%
47%
46%
48%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
55-64 C2DE Heavy Smokers
25-44 C2DE Heavy Smokers
C2DE Heavy Smokers
C2DE Smokers
All Smokers
All Adults 15+
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KEY MEDIA ARE TV, RADIO, POPULAR PRESS, ONLINE AND OOH FOR YOUNGER END OF TA TOPLINE MEDIA CONSUMPTION
Source: TGI GB Jul’13-Jun’14, base adults 15+, “Heavy Smokers” about 20+ per day
TELEVISIO
N RADIO
QUALITY
NEWSPAPE
R
MID-
MARKET
NEWSPAPE
R
POPULAR
NEWSPAPE
R
GENERAL
MAGAZINE
S
INTERNET OUTDOOR CINEMA
C2DE 25-
44 HEAVY
SMOKERS
HEAVY HEAVY/
MEDIUM NONE NONE
HEAVY/
MEDIUM HEAVY HEAVY HEAVY LIGHT
C2DE 55-
64 HEAVY
SMOKERS
HEAVY HEAVY/
MEDIUM NONE NONE HEAVY MEDIUM LIGHT MEDIUM NONE
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Existing NHS Boards activity
• Add imagery from local work
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Insight and pre-testing
• General public sample (all smokers)
Male and female, 24-64, C2DE
All smokers (not vaping) at least 20 cigarettes a day
All to have smoked on NHS grounds in the last year
• Some to have smoked on hospital grounds (in last year)
7 extended mini groups (two hours 4-5 respondents)
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Attitudes to smoking
Impact of smoking ban accepted
Greater understanding of the dangers of second hand smoke
Greater sensitivity to diminishing social acceptability
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Four script options
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Pre-test results (resonance)
“It’s very factual: this is where the line is drawn…so as
soon as you step over onto NHS ground.” (Male, C2D, 25-44)
“They’re trying to protect everybody’s health…” (Female, DE, 55-64)
“It’s looking for buy-in. It’s looking for you to be a
part of it, rather than telling you…‘you will not!’” (Male, C2D, 25-44)
Requesting rather than demanding
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Pre-test results (creative reaction)
Nurse humanised the factual communication
Curtain device was effective in marking out physical
boundary
Talked directly to the viewer
Appealed to the viewers better nature
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Development
Radio advert
Campaign microsite
Digital assets and plasma screens
PR Toolkit
Poster using Web2Print technology
TV advert
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Green Curtain
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Creative Overview
Online banners
Radio
TV
Master poster/print execution
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Website creative
• Succinct one-stop-shop web
page for anyone looking for
more information
• Simply a place to host FAQs
and an opportunity to
signpost to cessation
services
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Ministerial launch
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Campaign evaluation results
High campaign recognition at 71%
Good level of total campaign cut-through 37% to 72%
92% agreed the advert message was clear
Encouraging future action by smokers
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Campaign media results
More TV spots meant more opportunities to see
Quality of airtime – centre ad breaks and position
STV Player Video On Demand (VOD)
Targeted drive time radio
High levels of interaction with microsite
Use of display banners
Feedback from NHS Boards
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In summary
Ask, listen and learn – use the feedback
Robust processes
Collaborate
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Thank you!
If you would like more details or just a chat, please
contact me on:
Email: [email protected]
Mobile: 07717 867 048
With thanks to Celia Gardiner and Lorna Renwick.