Scots Need Vitamin D
Sarah BartonMelissa Craib
Alicia FernandesPaul Surgenor
Current Situation
Needs an identifiable image
Overwhelming amount of information
Informative, eye-catching posters
A strong and relatable leader
Limited communication
Main Issues
1 Scottish Devolution
2 Fragmented Support
3 Chief Medical Officer
4 SACN Report
5 Media Fatigue
6 Meningitis Example
Key Messages
1 All scots are deficient in vitamin D
2 Vitamin D helps prevents a range of ailments and life threatening diseases
3 Change current prescription practices 1 All scots are deficient in vitamin D
2 Vitamin D helps prevents a range of ailments and life threatening diseases
3 Join Dr Helga Rhein’s coalition and sign the petition.
CMO
GPs
Call to Action!
Tactic: Nessie Branding
New, distinct brand
Nessie Selfie
#ScotsNeedVitD
Stickers
Tactic: Simplified Website
Tactic: Simplified Website
‘ ’
Tactic: Petition & Letter Writing
Tactic: Social Media
Tactic: Social Media
Tactic: Street Campaigning
Leafleting
Petition
Stickers
Tactic: Celebrity Endorsements
Kevin Bridges– Relatable– Newsworthy – Target
Audiences & Tabloids
Judy Murray– Healthy Lifestyle– Playing Outside– Andy Murray
Meadows Marathon
Judy Murray
Marathon Selfies
Family Gathering Area Campaigning
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Tactic: Event
http://www.fannetasticfood.com/2014/06/11/runners-world-heartbreak-hill-half-festival-half-marathon-recap
TimelineYear 1 • 500 Facebook Likes
• 250 Twitter Followers• 750 Unique Website Visitors• 100 Hashtag uses• 500 Petition Signatures• 25 Pieces of Press Coverage (Increasing after event)• 50% of Shetland GPs prescribing Vit D & signing letter
Year 2 • 750 Facebook Likes• 500 Twitter Followers• 1000 Website Traffic• 350 Hashtag Uses• 2000 Petition Signatures• Press Coverage from marathon & Holyrood election framing• 50% Scottish GPs joining us & signing letter
Year 3 • 3000 Petition Signatures• 80% Support from Scottish GPs• CMO changes guidelines!