Story UK launches multi-channel campaign for NHS Scotland
MISSION Agency, Story, has announced the launch of a brand new integrated campaign for NHS Scotland, encouraging people to be prepared for winter illnesses.
By taking simple measures, such as having cold and flu remedies at home, using the NHSinform self-help guides, checking repeat prescriptions and making the most of their local pharmacy service, people can do their bit to look after themselves, their loved ones and reduce the strain on the NHS.
The campaign positioning – ‘Show you care. Prepare’ – takes the ‘clap for carers’ idea and turns it around, with the TV spot showing healthcare workers applauding the public as they take steps to stay healthier this winter.
The ‘Show you care. Prepare’ positioning and tone of the campaign is heart-warming and encouraging, empowering people to play their part. To ramp up the emotional appeal and authenticity of the message, real healthcare workers from NHS Scotland and staff from Well Pharmacy play starring roles across the TV, OOH, digital and social assets.
The TV spot, created by Story, was directed by Martin Smith and produced by Fond Films. The campaign runs across C4, ITV Breakfast Scotland, Sky Adsmart, regional and community radio, YouTube and social platforms from 4 Dec through to end March 2021.
Dave Mullen, Executive Creative Director at Story, said:
“The steps we’re asking people to take with this campaign are really simple but people often overlook them. Showing how much our efforts are appreciated by healthcare workers will help more people realise just how much difference they can make to protect themselves, their family and friends and take the pressure off our NHS.”
Lisa Dransfield, Deputy Head of Communications at NHS24, said:
“Our services tend to be busier in winter and this year we have the added pressure of the pandemic, so the more people can prepare for common winter illnesses to keep themselves and their loved ones healthier, the better. Story’s ‘Show you care. Prepare’ campaign demonstrates how taking simple measures now will help us all stay healthier this winter – and it’ll make a huge difference to our NHS.”