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!