CAMPAIGN TOOLKIT The new 2014/15 consumer campaign from PAGB and Pharmacy Voice encourages people to...
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CAMPAIGN TOOLKIT The new 2014/15 consumer campaign from PAGB and Pharmacy Voice encourages people to self-treat winter ailments and speak to their pharmacist
CAMPAIGN TOOLKIT The new 2014/15 consumer campaign from PAGB
and Pharmacy Voice encourages people to self-treat winter ailments
and speak to their pharmacist first for advice September 2014
February 2014 Last updated: 09 September 2014
Slide 2
Toolkit Contents Overview Campaign summary Campaign
announcement Campaign announcement Campaign logos/guidelines
Campaign logos/guidelines Banner ads Press office Spokesperson
quotes Spokesperson quotes Q&A Expert videos Click on the boxes
in slideshow mode to reach the relevant sections Campaign briefing
Campaign briefing Campaign key messages Campaign key messages Last
updated: 09 September 2014 Social media content Social media
content Consumer poster Consumer leaflet Launch press release
Launch press release
Slide 3
BACKGROUND Last updated: 09 September 2014
Slide 4
Campaign Summary This toolkit will provide you with the
background detail and information, as well as tools, materials and
assets you will need to aid promotion of the Treat Yourself Better
with Pharmacist Advice campaign. Treat Yourself Better with
Pharmacist Advice is the new 2014/15 winter campaign from PAGB and
Pharmacy Voice which urges people to treat winter ailments
themselves and to seek advice from their pharmacist before going
directly to their GP. New research highlights that a worrying 6
million UK adults would visit their GP and over 2 million would
visit A&E as a first port of call for common winter ailments
such as colds and flu. One of the most common reasons people visit
their GP when suffering with a winter ailment is because they want
or think they need antibiotics. However, antibiotics dont have any
impact on common winter ailments which are caused by viruses. To
help tackle this issue and reduce unnecessary visits to GP
surgeries and A&E, Treat Yourself Better with Pharmacist Advice
encourages people to visit their pharmacist first for expert
advice. Treat Yourself Better with Pharmacist Advice is supported
by a number of stakeholders including the Department of Health and
Public Health England. Last updated: 09 September 2014
Slide 5
Campaign Briefing This document provides a detailed overview of
the Treat Yourself Better with Pharmacist Advice campaign and
provides guidance on how you can support it Do ensure to read this
thoroughly as it will give you a good understanding of how to use
the documents and assets we have provided in this toolkit To open
(out of slideshow mode): Right click the image, select document
object, then select open Last updated: 09 September 2014
Slide 6
Campaign Key Messages This word document includes the key
messages for the campaign which should be considered when speaking
about the campaign or drafting materials To open (out of slideshow
mode): Right click the image, select document object, then select
open Last updated: 09 September 2014
Slide 7
CAMPAIGN COLLATERAL & ASSETS Last updated: 09 September
2014
Slide 8
Campaign Announcement This document includes the campaign
announcement which is to be used in marketing / communication
materials by all stakeholders to raise awareness of the campaign
and website www.treatyourselfbetter.co.uk
www.treatyourselfbetter.co.uk Examples of where the announcement
may be used includes: online (such as within the news section of a
website); in the news section of a Pharmacys consumer magazine; or
it may be included within internal communications (such as within a
company newsletter) Timings: The announcement can be used from 10
th September 2014 when the campaign launches to the public To open
(out of slideshow mode): Right click the image, select document
object, then select open Last updated: 09 September 2014
Slide 9
Campaign Logo & Brand Guidelines A campaign logo has been
developed for this campaign. Accompanying brand guidelines help you
understand how and when you can use the campaign logo within your
marketing / communications materials. A QR code has also been
developed to drive traffic to the website
www.treatyourselfbetter.co.ukwww.treatyourselfbetter.co.uk Click
the links below to download the: Brand guidelines:
http://we.tl/tdbtsiBCEOhttp://we.tl/tdbtsiBCEO High res logo
artwork files: http://we.tl/Og9mQNRaWuhttp://we.tl/Og9mQNRaWu QR
code: http://we.tl/H29L3aZSEjhttp://we.tl/H29L3aZSEj Please note:
the links will expire on 15th September 2014. Please email
[email protected] to request the files after this
period. [email protected] The logos have been divided
into the following categories: Treat Yourself Better main campaign
logo Treat Yourself Better logo without URL Treat Yourself Better
logo for stores without a pharmacy Timings: the logos can be used
from 10 th September 2014 Last updated: 09 September 2014
Slide 10
Banner Ads Static banner ads have been created for the Treat
Yourself Better with Pharmacist Advice campaign which include a
leaderboard (720x90), MPU (300x250) and skyscraper (120x600) These
can be hosted on your websites. Companies need to insert the
following link to the campaign website;
www.treatyourselfbetter.co.ukwww.treatyourselfbetter.co.uk Click
the link below to download the static banner ads:
http://we.tl/PL7d6WS9cq http://we.tl/PL7d6WS9cq To request the ads
in a different size, please email [email protected]
with your requirements [email protected] Timings:
banner ads can be used from 10 th September 2014 Last updated: 09
September 2014
Slide 11
Social Media Content This document provides suggested posts for
social channels such as Facebook, Twitter and owned channels in
order to promote the campaign from launch (10 th September) through
to the end of the campaign period (February 2015) As some posts may
not be relevant to all you do not have to use everything Timings:
posts are not to go out until 10 th September 2014 when the
campaign launches To open (out of slideshow mode): Right click the
image, select document object, then select open Last updated: 09
September 2014
Slide 12
Consumer Poster This poster (in PDF format) has been developed
for use in healthcare professional settings such as GP surgeries,
to encourage people to speak to their pharmacist first for advice
on winter ailments and to educate people on how long they can
expect symptoms to last To request a high resolution file/s to
professionally print the poster, please email
[email protected][email protected]
Timings: the poster is not to be displayed until the 10th September
2014 when the campaign launches To open (out of slideshow mode):
Right click the image, select document object, then select open
Last updated: 09 September 2014
Slide 13
This consumer leaflet (in PDF format) contains information on
how long people can expect winter symptoms (cough, cold, sore
throat, flu, nasal congestion and ear infection) to last, what they
can do to treat their symptoms better and warning signs to look out
for which may require medical attention To request a high
resolution file/s to professionally print the leaflet, please email
[email protected][email protected] The
leaflet can be printed in A4 and folded to form a tri-fold leaflet
(when printing double sided, please ensure you select flip on short
edge) Timings: leaflets are not to be given out until 10th
September 214 when the campaign launches To open (out of slideshow
mode): Right click the image, select document object, then select
open Consumer Leaflet Last updated: 09 September 2014
Slide 14
Expert Videos Two expert videos are within the expert advice
section of the Treat Yourself Better website. They are also
available for use on other stakeholder / company websites, as
required The first video features Dr Rob Hicks who offers guidance
on how long you can expect cold and flu symptoms to last, what
symptoms to expect and what you can do to treat yourself better The
second video features Pharmacist Raj Patel who provides advice on
what you can do at home to treat cold and flu symptoms and which
types of medicines will be most effective Please note: the links
will expire on 15th September 2014. Please email
[email protected] to request the videos after this
period [email protected] To download the videos,
please right click on the below links and select open hyperlink: Dr
Rob Hicks Raj Patel Last updated: 09 September 2014
Slide 15
MEDIA MATERIALS Last updated: 09 September 2014
Slide 16
Press Office A comprehensive press office will be in operation
from September 2014-February 2015 to raise awareness of the
campaign and promote appropriate self-treatment of colds and flu.
This will cover the consumer media. In the following slides, you
can download the launch press release (please note the embargo
date) and supporting press office materials The Treat Yourself
Better Press Office contact details are: Beth Lane, Emily
Berrington or Andy Ruscoe Red Door Communications
[email protected]@rdcomms.com Tel:
020 8392 8040 Last updated: 09 September 2014
Slide 17
Launch Press Release This press release will be shared with key
consumer media by Red Door Communications at time of launch You may
wish to use the release as content on your website/s in the news
section, however, please note the embargo of 00:01 10 th September
2014 The release announces the launch of the campaign and
highlights key research findings Key stats include: 6 million UK
adults would visit their GP and over 2 million would visit A&E
as a first port of call for common winter ailments such as colds
and flu Unnecessary GP and A&E visits for winter ailments could
cost the NHS over 343 million Nearly half who visit the GP for
common winter ailments do so because they want antibiotics The
younger generation are the biggest culprits for wasting GP time
Only one in five make use of their local pharmacy despite long GP
waiting times Timings: not to be used until 10 th September 2014 To
open (out of slideshow mode): Right click the image, select
document object, then select open Last updated: 09 September
2014
Slide 18
Spokesperson Quotes This document features approved quotes from
a number of healthcare professionals including: Dr Rob Hicks
Pharmacist Raj Patel and important stakeholders or health bodies
including: PAGB Pharmacy Voice Department of Health College of
Medicine NICE Royal Pharmaceutical Society NHS England You may wish
to include their quotes in supporting materials or articles (print
or online) Please ensure to use the quotes verbatim unless
otherwise agreed This document will be updated with additional
quotes. The latest version will be stored in the media section of
the Treat Yourself Better website Timings: from 10 th September
2014 To open (out of slideshow mode): Right click the image, select
document object, then select open Last updated: 09 September
2014
Slide 19
Q&A This document can be used to guide conversations with
external audiences including campaign stakeholders and media and as
such should only be used verbally and reactively, and should not be
shared externally It will feature correct agreed messaging around
the campaign that can be used in response to internal or external
stakeholder enquiries or media enquiries All media enquiries should
be passed on to the Treat Yourself Better press office at: Beth
Lane, Emily Berrington or Andy Ruscoe Red Door Communications
[email protected][email protected]
Tel: 020 8392 8040 To open (out of slideshow mode): Right click the
image, select document object, then select open Last updated: 09
September 2014
Slide 20
Thank you For further information on the campaign or tool kit,
please contact: PAGB Gopa Mitra Email:
[email protected]@pagb.co.uk Tel: 020 7242 8331 Red
Door Communications Beth Lane, Emily Berrington or Andy Ruscoe
Email:
[email protected]@rdcomms.com Tel:
020 8392 8040 Last updated: 09 September 2014