Access to Services Campaign
2007 (Phase Two of Healthy Respect)
Timings
Launched in 17th September to 24th November 2007.
Background
In 2007 Healthy Respect developed a media campaign using social marketing principles, which had two main aims: increasing young people’s access to reliable health information and services; and secondly increasing their confidence in the confidentiality of the Healthy Respect drop-ins. The campaign was designed to operate on two levels, with a high profile component raising awareness of services in Lothian that provide information and advice on health matters, and a localised component drawing attention to specific Healthy Respect drop-ins in the area and the confidentiality of these services.
Target Audience
This campaign was specifically directed at young people 14-15yrs (C1C2DE) living in Lothian with specific focus in Healthy Respect’s priority areas: Midlothian and North West Edinburgh. It was hoped the campaign would also contribute to wider service awareness of those 13 and 16yrs living in these areas . The pre-testing was conducted with young people 14-15yrs, and pre/post tracking with young people 13-16yrs
Objectives
- Increase young people’s knowledge and awareness of services (so that they know where to go for sexual health and relationship information/services, but also don’t perceive these services as solely about sexual health)
- Increase young people’s understanding of how services can help them if they need it
- Increase knowledge (in a local area) of Healthy Respect drop-ins and to ensure young people know these drop-ins are confidential, young people friendly services
- Increase web traffic, particularly in the address book section of the Healthy Respect website
- Increase young people’s awareness of Healthy Respect.
Call To Action
Each of the print media was customised to suit the format and featured either the ‘SEX’ or ‘ME’ creative. The majority of the adverts featured a call to action encouraging young people to log onto the Healthy Respect website for further information on services. For those adverts positioned close to Healthy Respect drop-ins, the call to action was inviting young people to use the text back facility to get details of their nearest drop-in. Both the online and radio adverts had a call to action that related to visiting the website for information or the location of a service.
Communication Channels
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Radio sponsorship
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Sponsorship of the Forth One Evening Show for 10 weeks.
4x 10 second credits per hour = 780 spots in total; with a tile advert on the Forth One website clicking through to the Healthy Respect website.
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Radio adverts
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30 second adverts featured on Forth One and XFM (East).
4 weeks on each station (328 spots on Forth One and 270 spots on XFM East = total 598 spots)
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6-sheets (large format posters)
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Adverts featured on selected sites near drop-ins and local shops, on bus shelters, and in cinemas. 80 sheets featured in 2 bursts each two weeks long (ie 40 in each burst)
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Giant bookmarks in libraries
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Only libraries with computer suites were selected. The sites were only available in Midlothian, East Lothian and West Lothian. In total 48 panels in 35 libraries over a period of four weeks.
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Streettalk panels (telephone boxes)
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39 panels spread over 3 bursts each two weeks long
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Washroom panels (with tear- off contact cards)
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Featured in the toilets of 3 shopping centres. 56 sheets in total for four weeks
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Online adverts on Bebo and Accelerator
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3 creative executions in 4 formats (MPU square, leaderboard and 2 kinds of skyscrapers). One million impressions delivered over nine weeks.
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Advertising Agency
Media Buying Agency
Research Agency
Developmental research/pre-testing
- Scott Porter Research & Marketing Ltd.
Pre and post campaign tracking
- Scott Porter Research & Marketing Ltd.