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