Jane Hoeflich Senior Marketing Manager, NHS Health Scotland, Edinburgh
Abstract
In the 2013 Tobacco Control Strategy all NHS Boards in Scotland were asked to implement smokefree NHS grounds by March 2015. This call to action was also supported by another policy directive CEL1 (2012), Health Promoting Health Service: Action in hospital settings.
NHS Health Scotland developed and delivered a national campaign to improve public awareness of the implementation of smokefree grounds by reinforcing that smoking anywhere on NHS grounds was and is no longer acceptable. This work provided additional impact to the efforts already established by NHS Boards toward making all NHS grounds smokefree.
The main objective of this campaign was to raise mass awareness with the target audience.
In order to develop the campaign the stages completed were:
• Insight gathering
• Pre-campaign evaluation (set benchmarks)
• Creative testing
• Development and production of TV and radio advert. Digital assets and print
resources.
• Post-campaign evaluation
The campaign was on air for the month of March 2015 and by the date of the conference we will be able to provide an overall evaluation and assess how well the campaign met its original objectives.
Source of funding: Funded by NHS Health Scotland on behalf of NHS Scotland (all NHS Boards across Scotland)
