CAMPAIGN TOOLKIT

CAMPAIGN TOOLKIT The new 2014/15 consumer campaign from PAGB and Pharmacy Voice encourages people to self-treat winter ailments and speak to their pharmacist first for advice

September 2014 – February 2014Last updated: 09 September 2014

Toolkit Contents OverviewBackground

Campaign summary

Collateral & Assets

Campaign announcement

Campaign logos/guidelines

Banner ads

Media Materials

Press office

Spokesperson quotes

Q&A

Expert videosClick on the boxes in

slideshow mode to reach the relevant sections

Campaign briefing

Campaign key messages

Last updated: 09 September 2014

Social media content

Consumer poster

Consumer leaflet

Launch press release

BACKGROUND

Back to Contents


Campaign Summary• This toolkit will provide you with the background detail and information, as well as tools,

materials and assets you will need to aid promotion of the Treat Yourself Better with Pharmacist Advice campaign.

• Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign from PAGB and Pharmacy Voice which urges people to treat winter ailments themselves and to seek advice from their pharmacist before going directly to their GP.

• New research highlights that a worrying 6 million UK adults would visit their GP and over 2 million would visit A&E as a first port of call for common winter ailments such as colds and flu. One of the most common reasons people visit their GP when suffering with a winter ailment is because they want or think they need antibiotics. However, antibiotics don’t have any impact on common winter ailments which are caused by viruses.

• To help tackle this issue and reduce unnecessary visits to GP surgeries and A&E, Treat Yourself Better with Pharmacist Advice encourages people to visit their pharmacist first for expert advice.

• Treat Yourself Better with Pharmacist Advice is supported by a number of stakeholders including the Department of Health and Public Health England.

Back to Contents


Campaign Briefing

• This document provides a detailed overview of the Treat Yourself Better with Pharmacist Advice campaign and provides guidance on how you can support it

• Do ensure to read this thoroughly as it will give you a good understanding of how to use the documents and assets we have provided in this toolkit

To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’

Back to Contents

[Type text]

Treat Yourself Better Winter Campaign Briefing Document

8th September 2014

INTERNAL USE ONLY, NOT FOR PUBLICATION

PAGB and Pharmacy Voice are delighted to provide you with further details about the new 2014/15 winter campaign called Treat Yourself Better with Pharmacist Advice. Consumer evaluation of the 2013/14 campaign Treat Yourself Better Without Antibiotics highlighted that consumers want guidance on where to go for expert advice when suffering with a common winter ailment, therefore a new campaign name and logo has been created.

Treat Yourself Better with Pharmacist Advice urges people to treat winter ailments themselves and to seek advice from their pharmacist before going directly to their GP. The campaign will launch on 10th September 2014 and will continue until the end of February 2015. Please note the campaign must not be released to the public before the launch date.

The campaign promotes a self-care message for winter ailments and encourages people to visit their pharmacist first for advice, to help relieve pressure from the NHS and reduce the demand for antibiotics. New research carried out to support the campaign highlights that a worrying 6 million UK adults would visit their GP and over 2 million would visit A&E as a first port of call for common winter ailments such as colds and flu1. With each GP consultation costing the NHS £43 and an A&E walk-in-service costing £41, this could equate to a staggering cost of over £343 million which could be better spent on people who need medical attention2.

One of the most common reasons people (44%) visit the GP when suffering with a winter ailment is because they want or think they need antibiotics1. Also concerning is that only half of adults (55%) believe their GP adequately explains why antibiotics don’t work for common winter ailments1. Despite government efforts to reduce prescriptions for antibiotics, recent research published in the Journal of Antimicrobial Chemotherapy showed a 40% rise in antibiotic prescriptions by GPs for colds and flu (from 1999-2011)3. Additionally, research from the Longitude Prize survey found nearly half of GPs admit to prescribing ‘useless’ antibiotics just to get pushy patients to leave their surgeries.4

The campaign hopes to tackle this issue and reduce unnecessary visits to GP surgeries and A&E by driving people into pharmacies as a first port of call. Pharmacies are an underused resource with only one in five adults making use of their local pharmacy for winter ailments1.

1 Research carried out on behalf of the Treat Yourself Better with Pharmacist Advice campaign by Redshift Research. Sample size: 2,000 UK adults, July 2014.

2 Curtis L. Personal and Social Services Research Unit, Canterbury University. Unit costs of health and social care 2012. Available at: http://www.pssru.ac.uk/project-pages/unit-costs/2012/. Accessed August, 2014. 3 Hawker J. et al. Trends in antibiotic prescribing in primary care for clinical syndromes subject to national recommendations to reduce antibiotic resistance, UK 1995–2011: analysis of a large database of primary care consultations Journal of Antimicrobial Chemotherapy. August 2014. http://jac.oxfordjournals.org/content/early/2014/08/01/jac.dku291.short?rss=1 4 Research carried out by The Longitudinal Prize 2014 on behalf of Nesta. Sample size: 1,000 doctors, July 2014. http://www.nesta.org.uk/sites/default/files/longitude-paper-antibiotics-open-review.pdf


Campaign Key Messages

• This word document includes the key messages for the campaign which should be considered when speaking about the campaign or drafting materials


Back to Contents

Treat Yourself Better with Pharmacist Advice: Campaign Key Messages

Background: This document outlines the recommended key messages which will be used throughout the Treat Yourself Better with Pharmacist Advice campaign website, media and other campaign materials and stakeholder communications. Campaign launch

Primary message Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign which urges people to treat

winter ailments themselves and to seek advice from their pharmacist before going directly to their GP Secondary message

Treat Yourself Better with Pharmacist Advice is a campaign from PAGB and Pharmacy Voice Campaign timing Primary message

Treat Yourself Better with Pharmacist Advice launches on 1st September 2014 and will continue until the end of February 2015

Secondary message Treat Yourself Better with Pharmacist Advice will launch to the media from 10th September 2014 onwards

Campaign aims Primary message The campaign aims to encourage people to treat common winter ailments (such as a cough, cold, sore throat, flu,

nasal congestion or ear infection) themselves and to visit their pharmacist as a first port of call for advice on what is best for them, before making an unnecessary visit to their GP surgery or A&E department

Secondary messages The campaign aims to help people understand that symptoms of winter ailments will generally last longer than

they think for example: o Middle ear infection – 4 days o Sore throat – 1 week o Cold – 1½ weeks o Flu - 2 weeks o Nasal congestion / sinusitis – 2 ½ weeks o Cough – 3 weeks

The campaign aims to educate people that antibiotics are not an effective treatment for the symptoms of a cough, cold, sore throat, flu, nasal congestion or ear infection which are caused by viruses. Antibiotics are intended to


CAMPAIGN COLLATERAL & ASSETS

Back to Contents


Campaign Announcement

• This document includes the campaign announcement which is to be used in marketing / communication materials by all stakeholders to raise awareness of the campaign and website www.treatyourselfbetter.co.uk

• Examples of where the announcement may be used includes: online (such as within the news section of a website); in the news section of a Pharmacy’s consumer magazine; or it may be included within internal communications (such as within a company newsletter)

• Timings: The announcement can be used from 10th September 2014 when the campaign launches to the public


Back to Contents

Treat Yourself Better with Pharmacist Advice Campaign Announcement

Overview

The campaign announcement provides an overview of the campaign and will be included in the tool kit for use within marketing materials to help raise awareness of the campaign and the website. Examples of where the announcement may be used include: online use, or within internal communications such as within a company newsletter. Please note: the campaign announcement is not intended for media audiences.

Timing: The announcement can be made available to members of the public from 10th September 2014 onwards when the campaign launches and NOT beforehand.

Embargoed until 00:01 10th September 2014

Treat Yourself Better with Pharmacist Advice

Visit www.treatyourselfbetter.co.uk

Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign from PAGB and Pharmacy Voice which urges people to treat winter ailments themselves and to seek advice from their pharmacist before going directly to their GP.

New research highlights that a worrying 6 million UK adults would visit their GP and over 2 million would visit A&E as a first port of call for common winter ailments such as colds and flu1. One of the most common reasons people visit their GP when suffering with a winter ailment is because they want or think they need antibiotics1, however antibiotics don’t have any impact on common winter ailments which are caused by viruses. Antibiotics only work against bacteria. Despite government efforts to reduce prescriptions for antibiotics, recent research showed a 40% rise in antibiotic prescriptions by GPs for colds and flu (from 1999-2011)2. Additionally, research from the Longitude Prize survey found nearly half of GPs admit to prescribing ‘useless’ antibiotics just to get pushy patients to leave their surgeries.3

To help tackle this issue and reduce unnecessary visits to GP surgeries and A&E, Treat Yourself Better with Pharmacist Advice encourages people to visit their pharmacist first for expert advice. Pharmacies are an underused resource with only one in five adults making use of their local pharmacy for winter ailments. Pharmacists can help people better manage their winter ailments by providing personalised advice on what treatments will be most effective and what “warning signs” to look out for which may require medical attention.

The research also identified that people frequently underestimate the normal duration of winter ailments and therefore visit their GP too early1. The website www.treatyourselfbetter.co.uk

1 Research carried out on behalf of the Treat Yourself Better with Pharmacist Advice campaign by Redshift Research. Sample size: 2,000 UK adults, July 2014. 2 Hawker J. et al. Trends in antibiotic prescribing in primary care for clinical syndromes subject to national recommendations to reduce antibiotic resistance, UK 1995–2011: analysis of a large database of primary care consultations Journal of Antimicrobial Chemotherapy. August 2014. http://jac.oxfordjournals.org/content/early/2014/08/01/jac.dku291.short?rss=1 3 Research carried out by The Longitudinal Prize 2014 on behalf of Nesta. Sample size: 1,000 doctors, July 2014. http://www.nesta.org.uk/sites/default/files/longitude-paper-antibiotics-open-review.pdf


http://www.treatyourselfbetter.co.uk/

Campaign Logo & Brand Guidelines

• A campaign logo has been developed for this campaign. Accompanying brand guidelines help you understand how and when you can use the campaign logo within your marketing / communications materials. A QR code has also been developed to drive traffic to the website www.treatyourselfbetter.co.uk

• Click the links below to download the:• Brand guidelines: http://we.tl/tdbtsiBCEO • High res logo artwork files: http://we.tl/Og9mQNRaWu • QR code: http://we.tl/H29L3aZSEj

• Please note: the links will expire on 15th September 2014. Please email [email protected] to request the files after this period.

The logos have been divided into the following categories:• Treat Yourself Better main campaign logo• Treat Yourself Better logo without URL• Treat Yourself Better logo for stores without a pharmacy• Timings: the logos can be used from 10th September 2014

Back to Contents



http://we.tl/tdbtsiBCEO

http://we.tl/Og9mQNRaWu

http://we.tl/H29L3aZSEj

mailto:[email protected]

Banner Ads

• Static banner ads have been created for the Treat Yourself Better with Pharmacist Advice campaign which include a leaderboard (720x90), MPU (300x250) and skyscraper (120x600)

• These can be hosted on your websites. Companies need to insert the following link to the campaign website; www.treatyourselfbetter.co.uk

• Click the link below to download the static banner ads:– http://we.tl/PL7d6WS9cq

• To request the ads in a different size, please email [email protected] with your requirements

• Timings: banner ads can be used from 10th September 2014

Back to Contents



http://we.tl/PL7d6WS9cq


Social Media Content• This document provides suggested

posts for social channels such as Facebook, Twitter and owned channels in order to promote the campaign from launch (10th September) through to the end of the campaign period (February 2015)

• As some posts may not be relevant to all you do not have to use everything

• Timings: posts are not to go out until 10th September 2014 when the campaign launches


Back to Contents

Treat Yourself Better With Pharmacist Advice: Social Media Content

Introduction: This document outlines suggested social media content that stakeholders and member companies can use to support the campaign. Stakeholders and member companies are asked to issue this content from 10th September 2014 – 30th February 2015. This document will be included in the toolkit. Note: Please note the content in this document has been approved by PAGB and must not be amended in any way. If you choose to draft your own social media content, please try to include the website URL www.treatyourselfbetter.co.uk and #Treatyourselfbetter wherever possible. Whereas approved Facebook posts may exceed the 140 character limit of twitter, tweets contained in this document can also be issued on Facebook where character limits do not apply. The content has been split into specific sections;

Promoting campaign launch Promoting the pharmacist/pharmacy Promoting specific microsite pages/videos Promoting antibiotic statistics Promoting self-treatment Promoting market research

Section Social Channel Content

Promoting campaign launch

Facebook, owned channels

This year’s Treat Yourself Better with Pharmacist Advice winter campaign launches today and we are delighted to be involved. The campaign aims to encourage people to treat winter ailments themselves and to seek expert advice from a pharmacist before going to their GP. Visit www.treatyourselfbetter.co.uk to find out more

We are supporting this year’s Treat Yourself Better with Pharmacist Advice campaign from PAGB


Consumer Poster • This poster (in PDF format) has been

developed for use in healthcare professional settings such as GP surgeries, to encourage people to speak to their pharmacist first for advice on winter ailments and to educate people on how long they can expect symptoms to last

• To request a high resolution file/s to professionally print the poster, please email [email protected]

• Timings: the poster is not to be displayed until the 10th September 2014 when the campaign launches


Back to Contents



• This consumer leaflet (in PDF format) contains

information on how long people can expect

winter symptoms (cough, cold, sore throat, flu,

nasal congestion and ear infection) to last, what

they can do to treat their symptoms better and

warning signs to look out for which may require

medical attention

• To request a high resolution file/s to

professionally print the leaflet, please email

[email protected]

• The leaflet can be printed in A4 and folded to

form a tri-fold leaflet (when printing double

sided, please ensure you select ‘flip on short

edge’)

• Timings: leaflets are not to be given out until

10th September 214 when the campaign

launches


Consumer Leaflet

Back to Contents



Expert Videos• Two expert videos are within the ‘expert advice’

section of the Treat Yourself Better website. They are also available for use on other stakeholder / company websites, as required

• The first video features Dr Rob Hicks who offers guidance on how long you can expect cold and flu symptoms to last, what symptoms to expect and what you can do to treat yourself better

• The second video features Pharmacist Raj Patel who provides advice on what you can do at home to treat cold and flu symptoms and which types of medicines will be most effective

• Please note: the links will expire on 15th September 2014. Please email [email protected] to request the videos after this period

To download the videos, please right click on the below links and select ‘open hyperlink’:

Dr Rob Hicks

Raj Patel

Back to Contents



http://we.tl/4il19Pq30E

http://we.tl/G24bl0dAWp

MEDIA MATERIALS

Back to Contents


Press Office

• A comprehensive press office will be in operation from September 2014-February 2015 to raise awareness of the campaign and promote appropriate self-treatment of colds and flu. This will cover the consumer media.

• In the following slides, you can download the launch press release (please note the embargo date) and supporting press office materials

• The Treat Yourself Better Press Office contact details are:Beth Lane, Emily Berrington or Andy Ruscoe Red Door Communications [email protected] Tel: 020 8392 8040

Back to Contents



Launch Press Release• This press release will be shared with key consumer media by Red

Door Communications at time of launch• You may wish to use the release as content on your website/s in the

‘news’ section, however, please note the embargo of 00:01 10th September 2014

• The release announces the launch of the campaign and highlights key research findings

• Key stats include:– 6 million UK adults would visit their GP and over 2 million would

visit A&E as a first port of call for common winter ailments such as colds and flu

– Unnecessary GP and A&E visits for winter ailments could cost the NHS over £343 million

– Nearly half who visit the GP for common winter ailments do so because they want antibiotics

– The younger generation are the biggest culprits for wasting GP time

– Only one in five make use of their local pharmacy despite long GP waiting times

• Timings: not to be used until 10th September 2014


Back to Contents

Embargoed until 00:01 10th September 2014

NHS facing winter pressures as millions of Brits visit their GP or A&E as first port of call for winter sniffles

New health campaign Treat Yourself Better with Pharmacist Advice aims to ease pressure on already struggling NHS services and reduce unnecessary antibiotic prescriptions

Unnecessary GP and A&E visits for winter ailments could cost the NHS over £343 million Nearly half who visit the GP for common winter ailments do so because they want

antibiotics Younger generation are the biggest culprits for wasting GP time Only one in five make use of their local pharmacy despite long GP waiting times

New research reveals an alarming 6 million UK adults would visit their GP and over 2 million would visit A&E as a first port of call for common winter ailments* such as colds and flu1. With each GP consultation costing the NHS £43 and an A&E walk-in-service costing £41, this could equate to a staggering cost of over £343 million which could be better spent on people who need medical attention2.

Flu is the biggest cause of concern resulting in one in four (24%) visiting their GP or A&E followed by nasal congestion (20%), a sore throat (13%), cough (13%) or cold (11%) putting increased pressure on already struggling NHS services1. Surprisingly, the younger generation is the biggest culprit with nearly one in four (22%) of 18-34 year olds admitting they have visited a GP as a first port of call for winter ailments versus only one in 10 (12%) of those aged over 351.

Antibiotic demands

The research, carried out to support the Treat Yourself Better with Pharmacist Advice campaign, finds that one of the most common reasons people (44%) visit the GP when suffering with a winter ailment is because they want or think they need antibiotics1. However, antibiotics don’t have any impact on common winter ailments which are caused by viruses as they only work against bacteria. Also concerning is that only half of adults (55%) believe their GP adequately explains why antibiotics don’t work for common winter ailments1. Despite government efforts to reduce prescriptions for antibiotics, recent research published in the Journal of Antimicrobial Chemotherapy showed a 40% rise in antibiotic prescriptions by GPs for colds and flu (from 1999-2011)3. Additionally, research from the Longitude Prize survey found nearly half of GPs admit to prescribing ‘useless’ antibiotics just to get pushy patients to leave their surgeries.4

*Winter ailments include cough, cold, flu, sore throat and nasal congestion. 1 Research carried out on behalf of the Treat Yourself Better with Pharmacist Advice campaign by Redshift Research. Sample size: 2,000 UK adults, July 2014. 2 Curtis L. Personal and Social Services Research Unit, Canterbury University. Unit costs of health and social care 2012. Available at: http://www.pssru.ac.uk/project-pages/unit-costs/2012/. Accessed August, 2014. 3 Hawker J. et al. Trends in antibiotic prescribing in primary care for clinical syndromes subject to national recommendations to reduce antibiotic resistance, UK 1995–2011: analysis of a large database of primary care consultations Journal of Antimicrobial Chemotherapy. August 2014. http://jac.oxfordjournals.org/content/early/2014/08/01/jac.dku291.short?rss=1 4 Research carried out by The Longitudinal Prize 2014 on behalf of Nesta. Sample size: 1,000 doctors, July 2014. http://www.nesta.org.uk/sites/default/files/longitude-paper-antibiotics-open-review.pdf


Spokesperson Quotes• This document features approved quotes from a number of

healthcare professionals including:– Dr Rob Hicks– Pharmacist Raj Patel

and important stakeholders or health bodies including:– PAGB– Pharmacy Voice– Department of Health– College of Medicine– NICE– Royal Pharmaceutical Society– NHS England

• You may wish to include their quotes in supporting materials or articles (print or online)

• Please ensure to use the quotes verbatim unless otherwise agreed• This document will be updated with additional quotes. The latest

version will be stored in the media section of the Treat Yourself Better website

• Timings: from 10th September 2014


Back to Contents


Treat Yourself Better with Pharmacist Advice: campaign spokespeople quotes

1. Gopa Mitra, Director of Health Policy & Public Affairs, PAGB

“Treat Yourself Better with Pharmacist Advice aims to encourage people to visit their pharmacist as a first port of call to seek advice on treating winter ailments, such as a cough, cold, sore throat, flu, nasal congestion, or ear infection. With increasing pressures on the NHS and in light of the recent concerns regarding the rising rates of unnecessary antibiotic prescriptions, pharmacists can play a key role in providing expert advice on how people can self-treat winter ailments with the use of over-the-counter medications, as opposed to going to their GP for antibiotics which won’t work.”

2. Robert Darracott, Chief Executive, Pharmacy Voice

“With at least five years of experience to qualify and a wealth of knowledge about how best to treat winter symptoms, pharmacists are best placed to provide people with personalised advice for how they can self-treat their cold and flu symptoms. We are pleased to be launching Treat Yourself Better with Pharmacist Advice in conjunction with PAGB, through which we hope individuals will be encouraged to learn more about normal symptom duration for common winter ailments and what they can do to relieve their symptoms with help from their local pharmacist.”

3. Dr Michael Dixon, Chief Executive, NHS Alliance and Chair, College of Medicine

“With recent figures from the Longitudinal Prize Survey revealing that nearly half of GPs admit to prescribing ‘useless’ antibiotics just to get pushy patients to leave their surgeries, antibiotic resistance is becoming an ever increasing threat that needs to be tackled. One of the barriers is that people might not understand that antibiotics will not treat these viral infections and therefore frequently visit their GP when suffering from winter symptoms with the hope of being prescribed antibiotics. I wholeheartedly support Treat Yourself Better with Pharmacist Advice as it encourages the population to better self-manage their symptoms and educates people not to take antibiotics unnecessarily.”

4. Professor Mark Baker, Director of the Centre for Clinical Practice, NICE

“Respiratory tract infections are infections of the throat, sinuses, airways or lungs and are responsible for 60% of antibiotic prescribing in general practice. It’s important for healthcare professionals to be aware of NICE guidance on upper respiratory tract infections which highlights how long patients can expect symptoms to last for and the ‘red flags’ or warning signs which indicates when further medical advice is needed. Treat Yourself Better with Pharmacist is aligned to our guidance and advises people to seek advice from their pharmacist as a first port of call when suffering from winter symptoms.”

5. John Watson, Deputy Chief Medical Officer, Department of Health

“Antibiotic overuse results in reduced efficacy, so it is critical that we don’t use them when we don’t need them so that they work when we do.”

Q&A• This document can be used to guide conversations

with external audiences including campaign stakeholders and media and as such should only be used verbally and reactively, and should not be shared externally

• It will feature correct agreed messaging around the campaign that can be used in response to internal or external stakeholder enquiries or media enquiries

• All media enquiries should be passed on to the Treat Yourself Better press office at:

Beth Lane, Emily Berrington or Andy Ruscoe Red Door Communications

[email protected] Tel: 020 8392 8040


Back to Contents

FOR VERBAL USE ONLY

Treat Yourself Better: Question and Answer Document

Introduction: this document will be used to guide conversations with external audiences including campaign stakeholders and media and as such this document will only be used verbally and reactively. This document must NOT to be made available to members of the public.

1. What is Treat Yourself Better with Pharmacist Advice? Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign which

urges people to treat winter ailments themselves and to visit their pharmacist for advice on what is best for them before going directly to their GP

The campaign aims to educate people that symptoms of winter ailments will generally last longer than they think and antibiotics are not an effective treatment for all common winter ailments (symptoms of a cough, cold, sore throat, flu, nasal congestion or ear infection) therefore they should visit their pharmacist as a first port of call for advice

2. Who is supporting Treat Yourself Better with Pharmacist Advice?

Treat Yourself Better with Pharmacist Advice is a new campaign from PAGB and Pharmacy Voice and is supported by a wide range of public health organisations including:

o Department of Health o Public Health England o Royal Pharmaceutical Society o National Pharmacy Association o College of Medicine o NICE o National Association of Primary Care o NHS Choices

3. How is the campaign being funded and how much is being spent?

Treat Yourself Better with Pharmacist Advice is supported by a wide range of public health organisations and is funded by PAGB members

It is worth noting that the budget for this campaign is not at the high level you might expect for a private or publicly funded campaign

4. Why is PAGB and Pharmacy Voice undertaking a patient/consumer education campaign? Most people will develop an acute respiratory infection, for example cold, flu, sore throat

and cough, every year. The symptoms of upper respiratory tract infections account for 11.5 million consultations at a cost of £35.2 million1

Research shows most people are unaware of normal symptom duration of upper respiratory tract infections and seek medical advice too early2 for their doctors to be able to judge the severity of their symptoms



Thank you

For further information on the campaign or tool kit, please contact:PAGBGopa MitraEmail: [email protected] Tel: 020 7242 8331

Red Door CommunicationsBeth Lane, Emily Berrington or Andy Ruscoe Email: [email protected] Tel: 020 8392 8040




Date post:	02-Jan-2016
Category:	Documents
Upload:	riley-rhodes
View:	41 times
Download:	4 times

CAMPAIGN TOOLKIT

Documents