CAMPAIGN TOOLKIT The new 2014/15 consumer campaign from PAGB and Pharmacy Voice encourages people to...

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

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

BACKGROUND Last updated: 09 September 2014

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

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

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

CAMPAIGN COLLATERAL & ASSETS Last updated: 09 September 2014

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

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

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

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

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

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

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

MEDIA MATERIALS Last updated: 09 September 2014

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

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

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

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

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

CAMPAIGN TOOLKIT The new 2014/15 consumer campaign from PAGB and Pharmacy Voice encourages people to...

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