Health – it’s always in the limelight, but it’s VERY topical at the moment, as the country hurtles towards an obesity epidemic. Combine this with an ageing population, and it’s a recipe for disaster that the government and future governments are hyper-aware of.
A healthy population means less cost to the NHS, so no wonder that wherever we turn, we’re bombarded with messages. Child obesity is a major problem, so there are proposals to ban junk food advertising before 9pm. There’s a new sugar tax on the horizon – so manufacturers are changing their recipes to conform – all with the aim of weaning people away from the highly-addictive drinks they manufacture.
We’re also told we should exercise regularly – there are campaigns to get people walking, running, cycling and going to the gym. There are campaigns about loneliness (a huge killer in the UK), smoking, alcohol abuse, the future of the NHS, breastfeeding and misuse of the A&E departments. And we’re happy to say, that much of these campaigns are via billboards, often in conjunction with Outdoor Advertising Ltd.
It’s all about encouraging a change in behaviour, and direct communications like outdoor advertising, are seen as a vital and strategic tool in order to do this. If it’s a public message, then where better to place it than a public space!
This is one health trust that has recently been working with Outdoor Advertising Ltd to get across the message about the importance of regular health checks. The campaign has been running for the Cambridge NHS and they wanted to let the community know of free health checks for those between 40 and 74 years of age.
They used bus stop advertising to promote a FREE NHS health check that can give the community peace of mind on their health.
The message was that people may be perfectly healthy inside and out, but if they are at risk of developing conditions like diabetes and heart disease in the future, they could find out how to make a difference and lower that risk.
Following the NHS health check, they would be able to get help and support from friendly, local health professionals.
Bus stop advertising carried this message perfectly to the community that Cambridge NHS were trying to reach.