NHS Direct promotes TV advice in magazines

NHS Direct has launched a month-long advertising campaign to make ‘shy young men and mums with children’ aware of their interactive digital television health information service.

The aim of the campaign is to raise awareness amongst these target audiences through advertisements in magazines and tabloid newspapers that the interactive service can provide answers to common health problems and advice on how to look after themselves.

An NHS Direct spokesperson said: “The campaign is aimed particularly at young men –who may be reluctant to speak to a health professional – and mums who want reassurance about their children.”

Adverts will run in weekly men’s magazines such as Zoo and Nuts and lifestyle magazines such as Bella and Chat, as well as TV listing magazines, until the end of the month reminding readers of the television channels available at the touch of a remote control button until the end of the month.

The campaign has been funded by the Department of Health and was produced in collaboration with the Central Office of Information and the WCRS advertising agency.

The spokesperson added: “With our service on Freeview channel 108 and also on Sky Digital, we are able to interactively reach over 14 million households, presenting them with hundreds of pages packed with health information.

“Young people in particular should be aware that they can find access to common health questions, advice on healthy living, information on NHS services and long-term conditions and news on current health issues through their television alone.”

NHS Direct hope that more young men, who tend to ‘dominate the TV remote control’ will remember the adverts and switch onto the channel to find ‘information about issues that worry them in a way they are comfortable with.’

Bob Gann, project director of digital TV at NHS Direct, said: “We’re aiming to pass on information and advice in a way that people are comfortable and familiar with. We believe that using Sky Digital and Freeview to share these important health messages can make a real difference to people in getting the right treatment and leading healthier lifestyles.

“We know there are times when the NHS is busy and under pressure and so it’s great for people to have these NHS Direct services that suit their lifestyle. And while they are not a substitute for visiting your doctor or a walk-in centre, they are a vital tool for people to make an informed decision about their health, which eases the strain on other services.”