Media Campaigns (info & examples)
In this section you'll find details of all the social marketing campaigns that Healthy Respect has developed during phase one (2001-2004) and phase two (2005-2008) of the project.
A key element of Healthy Respect’s work is the development of high profile social marketing campaigns. The campaigns are used to deliver key messages to young people, parents and carers, and professionals in Lothian, and raise awareness of the Healthy Respect brand. They are developed in partnership with a wide variety of people including the target group, project colleagues and partners, market researchers, advertising agencies and media buyers.
Healthy Respect commissions external agencies to pre-test all campaign materials with the target group to assess whether the proposed campaign images, key messages, tone and media channels are accurate, comprehensive, relevant and appealing to the target group. Campaigns are tracked before and after they are ‘live’ to assess awareness of the campaign, comprehension of key messages, brand awareness and perceptions of Healthy Respect as an organisation.
Healthy Respect’s uses a media buying agency to ensure that each campaign reaches its target group though appropriate media channels. Healthy Respect campaigns have used cinema and radio advertising, posters inside and outside buses, bus shelters, newspaper adverts, convenience (toilet) advertising and promotional packs which contain post-cards/information leaflets etc.
Click onto the links on the left hand navigation to find out more about each campaign. For high quality copies of any of the campaign posters, please contact Healthy Respect at healthy.respect@nhslothian.scot.nhs.uk