Written Question · S3W-15723 · Session 3
For (a) total amount spent, (b) targeted outcomes at point of launch and (c) actual outcome for each health-related publicity campaign laun…
The question
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.
The answer
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
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
In the Official Report
No contribution in the Official Report cites S3W-15723 by reference.