NHS Department of Health Medicine Cabinet Makeover

The Background

Self Care Week, 12th-18th November, is a DOH and PAGB initiative to encourage people to take more care of their own health with a view to reducing patient visits to their GP.

The Brief

To put Self Care Week on the map, engage patients and demonstrate health professional support.

The Solution

How would Jamie Oliver tackle this? You can’t cook healthy food if you don’t have the right utensils. You can’t take care of your own health if you don’t have a well-stocked medicine cabinet. So the idea called for medicine cabinet makeover. We carried out a survey of 100 GPs to identify what the basic medicine cabinet should contain, supported by cost saving data from the NHS.
Launch activities included radio interview with a GP syndicated and distributed, press release developed and distributed to over 60 health writers and news reporters, regional version created using our database of GP contacts, competitions to give away bright and shiny medicine cabinet.

The Results

68 items of coverage generated including Mail Online, The Express, Netdoctor and Saga with an audience reach over 123 million in one week!

The most successful coverage for Self Care Week ever!