To ask the Scottish Executive for (a) total amount spent, (b) targeted outcomes at point of launch and (c) actual outcome for each health-related publicity campaign launched since May 2007.
I refer the member to the Scottish Government website which shows the marketing spend for all health campaigns in the financial year 2007-08:
http://www.scotland.gov.uk/About/Directorates/Services-Groups/17963/advertising-marketing/spend/2007-08
The following table details the current expenditure from April 2008 to date for scheduled 2008-09 health campaigns.
| Campaign | Spend |
| *Ageism (Period July to September 2008) | £0.00 |
| Alcohol | £13,374.95 |
| Domestic Abuse | £25,840.36 |
| Flu | £112,264.87 |
| *Hand Hygiene (Campaign Runs from October/November to March 2009) | £0.00 |
| Healthy Living | £249,732.01 |
| *Hepatitis C (Campaign Runs from October to March 2009) | £0.00 |
| *National Care Standards (Period of Campaign Still to be confirmed) | £0.00 |
| Organ Donation | £118,719.03 |
| Prescription Charges | £8,224.65 |
Note: *No billing received to date or campaign activity not yet commenced.
The following list states the target outcomes and the actual outcomes for each health-related advertising campaign launched since May 2007.
Ageism:
Targeted Outcomes:
To raise awareness across an all adult population of Scotland (aged 15+ years) about the issue of ageism, and to help start tackling ageist attitudes in society. The campaign highlights the impact that negative attitudes about age have, and encourages people to see the person and not the age.
Actual Outcome:
The campaign is currently running. Post evaluation research is not yet available.
Alcohol:
Targeted Outcomes:
The National Debate on Alcohol seeks to stimulate public debate about the impact of alcohol on Scotland, both at a personal and societal level. Internet and radio advertising has been used to stimulate awareness and drive traffic to the campaign website.
Actual Outcomes:
Four weeks of online tactical activity (week beginning 11 August 2008) was targeted at parents, supported by two weeks of radio (week beginning 11 August 2008). This not only helped raise awareness of the less obvious impacts of alcohol on children but also resulted in an average increase of 500% in traffic levels to the debate site, with a corresponding increase in public comment.
Career Opportunities within the NHS:
Note: A £5,000 spend appears in financial year 2007-08 which relates to activity from the previous financial year.
Domestic Abuse:
Targeted Outcomes:
Maintain a high level of public awareness of domestic abuse and raise awareness of the support available;
Specifically, the 2007-08 campaign''s purpose was to underline the effects that domestic abuse has on children in the families where it occurs;
Our primary target audience was women experiencing domestic abuse, as they are usually best placed to help themselves and their children;
Our secondary target audience was the wider Scottish public.
Actual Outcome:
Proportion of people spontaneously aware of advertising/publicity about domestic abuse has been consistently high at more than seven in ten over the last four waves and was at 72% at wave 11 (70% at wave 10);
The level of TV reach, recognition of both Doll''s House and Teddy creative executions, was 83% - much higher than levels reached over last four waves. 58% of those who had seen the adverts thought that the advert sought to communicate the effects on children/family which was the main campaign message at wave 11;
Combining the reach figures for TV and radio gives a total campaign reach for the latest phase of 85%, compared to 79% at wave 10.
Flu:
Targeted Outcomes:
The overall campaign aims to encourage the two target groups, over 65s, and those aged under 65 and in an at risk group, to get their free flu jab each winter;
The main focus of the 2007-08 publicity campaign was the under 65 at risk audience;
The Chief Medical Officer set public health targets of 70% uptake in the over 65s target group and, for the at risk group, 60%.
Actual Outcome:
67% of the at risk group were aware of advertising or publicity on the subject of flu (65% in 2006);
When prompted with the posters for the at risk audience, 61% claimed to be aware of at least one of them, compared to recall in 2006 of 53%;
81% of people agreed with the statement that the advertising helped me understand how serious getting the flu can be and 82% of people agreed that the advertising helped me to realise that the flu jab is not just for old people. Both of these statements indicate that the campaign was working well in communicating these key campaign messages;
However, there was a fall in agreement that the advertising is relevant to me, 82% in 2006 to 71% in 2007. This provides an area for development in 2008/09. 2007/08 vaccine uptake figures are as follows:
65 and Over: 70%
65 and Under at Risk: 40%
It should be noted that the advertising contributes to the effectiveness of the vaccination programme but that the programme has other determining factors (GP payments / willingness for public to get vaccine / availability of vaccine / appointment slots etc.).
Hand Hygiene:
Targeted Outcomes:
The following activities were funded:
Payment of media space for sonic panels to be used in NHS wards;
Production of sponsored local press editorial;
Re-branding logo on behalf of Health Protection Scotland “ updating Scottish Executive to Scottish Government.
Actual Outcome:
The hand hygiene campaign is run by Health Protection Scotland. All campaign results are available on its website.
Healthy Living (Take Life On):
Targeted Outcomes:
Diet: The objective is to raise awareness amongst our target audiences of the everyday, achievable changes to diet which can provide significant and specific health benefits by helping to reduce the risk of cancers, heart disease and diabetes.
Physical Activity: The objective is to provide motivating guidelines for increased and effective physical activity amongst key adult target audiences.
Specifically it will raise awareness of the specific health benefits of five x 30 minutes of brisk walking five days per week and supply examples of how to achieve this as part of everyday life.
Actual Outcome:
The campaign is currently running. Post evaluation research is not yet available.
Hepatitis C:
Targeted Outcomes:
To encourage health and medical professionals who come into contact with carriers/sufferers of Hepatitis C to find out more about the disease by visiting the website at www.hepcscotland.co.uk
Actual Outcome:
The total media spend for this campaign is less than the £100,000 threshold for post-campaign evaluation.
National Care Standards:
Targeted Outcomes:
The National Care Standards are used across the care sector in Scotland to set standards for the quality of care that the public has a right to expect, in both residential and day care settings. TV advertising has been used to raise awareness of the National Care Standards and improve people''s knowledge of how the standards can help them.
Actual Outcomes:
The campaign is currently running. Post evaluation research is not yet available.
Organ Donation:
Targeted Outcomes:
To increase the number of Scots on the Organ Donor register by running a campaign to drive the 91% in favour of organ donation to sign up.
91% in favour of organ donation
23% on the organ donor register
40% relative refusal rate
700+ people waiting for a life saving transplant in Scotland
Actual Outcome:
During the campaign period, Scottish registrations jumped by 299% with 85,899 people signing up between February and May 2008. We cannot attribute the entire uplift to our campaign as UK Transplant ran some national activity during the period. However, there was an uplift of 72% in England for the same period. If we apply the 72% uplift as a base, our campaign generated approximately 48,900 registrations which equates to a 277% increase in Scotland.
Prescription Charges:
Targeted outcomes:
The key marketing objective was to raise awareness that prescription charges were being reduced from £6.85 to £5.00. A secondary objective was to let people know about prescription pre-payment certificates and that the cost had reduced by 51%.
Actual outcomes:
The results of the omnibus tracking survey completed at the end of the campaign indicated high awareness levels for the campaign and its key messages. Over half (51%) of the total sample recalled at least one strand of prescription charges advertising. 88% of those in the sample who had heard or seen any of the campaign understood the main message of the advertising to be ˜NHS prescription charges are coming down''. This rose to 95% when prompted with advertising messages.
