Be Ready for WinterNational Campaign

2010/11

21 September 2010

Communications Group 2009/10

Campaign managed by representatives from:

• NHS Ayrshire & Arran• NHS Borders• NHS Greater Glasgow & Clyde• NHS Lanarkshire• NHS 24

Three Messages

Restock medicines for winter ailments

15 – 28 Nov

Restock medicines for winter ailments

15 – 28 Nov

Order and collect repeat prescriptions

29 Nov – 12 Dec

Order and collect repeat prescriptions

29 Nov – 12 Dec

When GP surgeries are closed

13 – 30 Dec

When GP surgeries are closed

13 – 30 Dec

11 22 33

Advertising

Stock Up: Outdoor15 – 28 Nov

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

Close to pharmaciesAt entrance to supermarketsIn shopping malls+Online

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 & 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: Press13 - 24 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

Press and Media

Target Audience

• All adults• Parents of younger

children• Over 65s

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

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 2009/10 campaign

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