Health Improvement Strategy Scottish Government

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Health Improvement Strategy Scottish Government

• Kay Barton

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Health improvement

• Priorities for improving health
• Priorities for reducing health inequalities

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Health Improvement Social Marketing Strategy

• A unique, strategic approach across Health
  Improvement to help empower and enable behaviour
  change.

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Why Social Marketing?

• Our objective positive, behavioural change
• Range of complementary approaches
• Targeted
• Address health inequalities
• Building partnerships and opportunities

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Scottish Government Health Improvement Social
Marketing Strategy

• Review
• A range of topics
• Partners
• Developed our Strategy

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Our Strategy Key Principles

• Empower and Enable
• Embed positive mental health
• Insight driven
• Address Health Inequalities
• Health benefits

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Our Strategy how do we target?

• Whole person
• Support stages of change
• The why and the how to
• Resonant, accessible messages
• Positive tone no shock tactics

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Our Strategy - How do we apply?

• Recognise competition
• Not just social advertising
• Branding
• Work with partners and third parties

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• All Adults
• Primarily C1C2DE
• Healthier Living inc. Wellbeing.

25-50
Teens/Youth Market
Later Years
Parents
Early Years
School-Primary
Pre-Natal
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First campaign Take Life On

• Multi-topic, everyday lifestyles
• Self recognition
• Build on Healthyliving
• Ten small steps
• Brand as kitemark
• Extensively tested

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Take Life On Insights

• Build how to
• Instant wins, long term benefits
• Not self denial
• Motivate change feeling good

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Take Life On

• Above and below the line
• Working with stakeholders and third parties
• Signposting
• Full tracking analysis in place

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Take Life On Campaign

• Outdoor and Posters.

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Take Life On Campaign

• Outdoor and Posters

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Take Life On Campaign

• Outdoor and Posters

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Take Life On Campaign

• Pharmacy and Surgery leaflet

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Take Life On Campaign

• Ready Reckoner

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Take Life On campaign

• PR

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Take Life On Campaign

• Television.
• Video to be embedded here

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Our strategy Work in progress.

• Wellbeing strategy
• Developing a Youth brand