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Four examples of fantastic public health campaigns

Public Health Wales and #loveyourcervix

Through its #loveyourcervix campaign, Public Health Wales wanted to help squash the stigma surrounding cervical screenings by promoting body positivity among young women. According to the organisation, embarrassment over the appearance of their vulvas is one of the main reasons young women do not keep up with regular screenings. #Loveyourcervix used lots of savvy material, relying heavily on video (which we all now know to be the most effective digital medium), to make the topic accessible to the Facebook, Twitter and Instagram-generation. Here’s one example – beauty therapists answer the question: which is worse, a wax or a smear? And another: slang & female genitalia explored. This content works because it is relatable, shareable and on-point with its target audience.

NHS and Help Us, Help You - Get it Seen To by M&C Saatchi

The NHS, with the support of M&C Saatchi, poked fun at B-horror, action and romcom movies in its humorous public health campaign to encourage more people to consult their pharmacists about minor ailments before booking an appointment with their GPs. It used spoof movie posters to raise awareness of the availability of the free, private and confidential consultations that high street chemists offer. In this giggle-inducing video content, for example, viewers are urged to ‘take the drama out of minor illnesses’ by visiting their local pharmacist.

CALM (the Campaign Against Living Miserably) & Murdock London Barbers and #morethanabarber

This campaign saw mental health charity CALM team up with Murdock London Barbers to promote discussion of mental health issues among men. Murdock explains: “We have made it our priority to emphasise our barbershops as open spaces for discussion.”

As part of the collaboration, Murdock London Barbers sold a new grooming kit, the CALM Kit, containing a range of popular grooming items from the chain. From each CALM Kit purchased, £8 went towards funding CALM’s helpline. A fantastic example of charity and commercialism colliding in the best possible way. 

#OurNHSPeople

This emotive and visually spectacular campaign saw acclaimed fashion and portrait photographer Rankin, who is known for his photographs of the Rolling Stones and the Queen, complete a portrait series of NHS workers to celebrate the service’s birthday. 

Rankin captured 12 individuals of varying roles across the NHS who played a critical role in managing the COVID-19 response. The result is powerful, emphasising the importance of these key workers, and ‘serving as inspiration for generations to come’, according to the NHS.

ABOUT THE AUTHOR

Lee Tobin, Marketing Specialist

Lee is a professional storyteller. She uses a storybook approach to emotively communicate your organisation’s core messages to your target audience. She especially loves social media and believes that comms should always be bold.