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Be Ready for WinterNational Campaign
2011/12
13 September 2011
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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
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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
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Advertising
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‘Re-stock’
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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
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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
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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
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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
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Announcement: Press12 - 26 Dec
Press advertising in national, regional and local press:
• Local news package• The Sun• Daily Mail• Daily Express• Metro
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Online Search Campaign
Underpins All Campaigns As An Information Point
‘Re-stock’
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Press and Media
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Target Audience
• All adults• Parents of younger
children• Over 65s
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Social media
• Blog on NHS inform• Facebook posts and adverts
linked to messages and media campaign
• Twitter – targeted messages to reach a wide audience
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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
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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
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Promotional Materials
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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
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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