The Welsh Assembly Government’s Lifestyles Branch, working with the Department of Health, developed nationwide television advertisements addressing the issues of passive or second-hand smoking.
Equinox was commissioned for a period of four months to raise awareness not only of the advertisement but also the actual health-related effects of second hand smoke on children.
We were also tasked with gaining widespread support from key decision-makers, opinion formers in health and social care fields to ensure they were well briefed on the information disseminated by the Welsh Assembly Government.
The target audience included local, regional and national media, the general public, opinion formers and influential people in the health and social sectors in Wales.
Three key elements:
1. Production of a newsletter “insert” to heighten awareness of the TV advertisement in Wales and a Questions and Answers document which focused on promoting understanding. All materials were produced, translated and print-managed by Equinox who also created PDFs of the literature.
2. Collation of a comprehensive database of relevant public and private sector organisations and individuals who were then targeted with the newsletter insert and Q&A document. Equinox managed all the distribution.
3. A media relations campaign with an educational theme was developed to support the work of the Welsh Assembly Government around second-hand smoking.
There was further demand for the key literature which also appeared on several Welsh NHS websites and has been referred to in newsletters produced by healthcare charities.
Endorsements from leading figures in health and social care fields in Wales were generated and we also secured articles in regional media supporting the TV campaign.
Finally, Equinox provided a pro-active press office service ensuring key personnel within the Lifestyles Branch were kept up to date with the latest news on smoking-related illness.