Be Ready for Winter National Campaign 2011/12 13 September 2011

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

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

Advertising

‘Stock Up’ Stock up medicines for winter ailments Speak to our audience when they are shopping at supermarkets, pharmacies and shopping malls and can purchase OTC medicines when shopping for other items, and are shopping online ‘Re-stock’

Re-stock: Outdoor 14 – 27 Nov Prompt the public when they are shopping through 6-sheets located: Close to pharmacies At entrance to supermarkets In shopping malls + Online

‘Countdown’ Order and collect repeat prescriptions from your GP and pharmacist Prompt our audience to act by dominating broadcast media including online in the days prior to the GP and pharmacy closures to make our audience aware of the need to order/collect their prescription before the holidays.

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

Radio Station 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 Radio Station Selection

‘Announcement’ Inform the public when GPs and pharmacies are closed Inform our audience of the closure dates of their GP and pharmacist and what to do when they are closed when they are consuming their news information.

Announcement: Press 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 ‘Stock Up’ OTC related keywords, ie medicines for coughs, colds and minor ailments ‘Countdown’ Repeat prescription related keywords ‘Announcement’ GP and pharmacy opening hours/closures related keywords, with general illness terms in the Christmas week ‘ Re-stock ’

Press and Media

Target Audience All adults Parents of younger children Over 65s

Social media Blog on NHS inform Facebook posts and adverts linked to messages and media campaign Twitter – targeted messages to reach a wide audience

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

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

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 2010/11 campaign

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