CAMPAIGN TOOLKIT

1. CAMPAIGN TOOLKIT The new 2014/15 consumer campaign from PAGB and Pharmacy Voice encourages people to self-treat winter ailments and speak to their pharmacist first for advice September 2014 – February 2014 Last updated: 09 September 2014

2. Toolkit Contents Overview Collateral & Assets Media Materials Background Campaign announcement Campaign summary Press office Campaign logos/guidelines Campaign briefing Launch press release Campaign key messages Banner ads Spokesperson quotes Social media content Q&A Consumer poster Consumer leaflet Click on the boxes in slideshow mode to reach the relevant sections Expert videos Last updated: 09 September 2014

3. BACKGROUND Back to Contents Last updated: 09 September 2014

4. Campaign Summary • This toolkit will provide you with the background detail and information, as well as tools, materials and assets you will need to aid promotion of the Treat Yourself Better with Pharmacist Advice campaign. • Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign from PAGB and Pharmacy Voice which urges people to treat winter ailments themselves and to seek advice from their pharmacist before going directly to their GP. • New research highlights that a worrying 6 million UK adults would visit their GP and over 2 million would visit A&E as a first port of call for common winter ailments such as colds and flu. One of the most common reasons people visit their GP when suffering with a winter ailment is because they want or think they need antibiotics. However, antibiotics don’t have any impact on common winter ailments which are caused by viruses. • To help tackle this issue and reduce unnecessary visits to GP surgeries and A&E, Treat Yourself Better with Pharmacist Advice encourages people to visit their pharmacist first for expert advice. • Treat Yourself Better with Pharmacist Advice is supported by a number of stakeholders including the Department of Health and Public Health England. Back to Contents Last updated: 09 September 2014

5. Campaign Briefing • This document provides a detailed overview of the Treat Yourself Better with Pharmacist Advice campaign and provides guidance on how you can support it • Do ensure to read this thoroughly as it will give you a good understanding of how to use the documents and assets we have provided in this toolkit To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents Last updated: 09 September 2014

6. Campaign Key Messages To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents This word document includes the key messages for the campaign which should be considered when speaking about the campaign or drafting materials Last updated: 09 September 2014

7. CAMPAIGN COLLATERAL & ASSETS Back to Contents Last updated: 09 September 2014

8. Campaign Announcement To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents This document includes the campaign announcement which is to be used in marketing / communication materials by all stakeholders to raise awareness of the campaign and website www.treatyourselfbetter.co.uk Examples of where the announcement may be used includes: online (such as within the news section of a website); in the news section of a Pharmacy’s consumer magazine; or it may be included within internal communications (such as within a company newsletter) Timings:The announcement can be used from 10th September 2014 when the campaign launches to the public Last updated: 09 September 2014

9. Campaign Logo & Brand Guidelines Back to Contents • A campaign logo has been developed for this campaign. Accompanying brand guidelines help you understand how and when you can use the campaign logo within your marketing / communications materials. A QR code has also been developed to drive traffic to the website www.treatyourselfbetter.co.uk • Click the links below to download the: • Brand guidelines: http://we.tl/tdbtsiBCEO • High res logo artwork files: http://we.tl/Og9mQNRaWu • QR code: http://we.tl/H29L3aZSEj • Please note: the links will expire on 15th September 2014. Please email treatyourselfbetter@rdcomms.com to request the files after this period. The logos have been divided into the following categories: • Treat Yourself Better main campaign logo • Treat Yourself Better logo without URL • Treat Yourself Better logo for stores without a pharmacy • Timings: the logos can be used from 10th September 2014 Last updated: 09 September 2014

10. Banner Ads Back to Contents • Static banner ads have been created for the Treat Yourself Better with Pharmacist Advice campaign which include a leaderboard (720x90), MPU (300x250) and skyscraper (120x600) • These can be hosted on your websites. Companies need to insert the following link to the campaign website; www.treatyourselfbetter.co.uk • Click the link below to download the static banner ads: • http://we.tl/PL7d6WS9cq • To request the ads in a different size, please email treatyourselfbetter@rdcomms.com with your requirements • Timings: banner ads can be used from 10th September 2014 Last updated: 09 September 2014

11. Social Media Content To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents This document provides suggested posts for social channels such as Facebook, Twitter and owned channels in order to promote the campaign from launch (10th September) through to the end of the campaign period (February 2015) As some posts may not be relevant to all you do not have to use everything Timings: posts are not to go out until 10th September 2014 when the campaign launches Last updated: 09 September 2014

12. Consumer Poster To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents This poster (in PDF format) has been developed for use in healthcare professional settings such as GP surgeries, to encourage people to speak to their pharmacist first for advice on winter ailments and to educate people on how long they can expect symptoms to last To request a high resolution file/s to professionally print the poster, please email treatyourselfbetter@rdcomms.com Timings: the poster is not to be displayed until the 10th September 2014 when the campaign launches Last updated: 09 September 2014

13. Consumer Leaflet To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents This consumer leaflet (in PDF format) contains information on how long people can expect winter symptoms (cough, cold, sore throat, flu, nasal congestion and ear infection) to last, what they can do to treat their symptoms better and warning signs to look out for which may require medical attention To request a high resolution file/s to professionally print the leaflet, please email treatyourselfbetter@rdcomms.com The leaflet can be printed in A4 and folded to form a tri-fold leaflet (when printing double sided, please ensure you select ‘flip on short edge’) Timings: leaflets are not to be given out until 10th September 214 when the campaign launches Last updated: 09 September 2014

14. Expert Videos • To download the videos, please right click on the below links and select ‘open hyperlink’: • Dr Rob Hicks • Raj Patel Back to Contents • Two expert videos are within the ‘expert advice’ section of the Treat Yourself Better website. They are also available for use on other stakeholder / company websites, as required • The first video features Dr Rob Hicks who offers guidance on how long you can expect cold and flu symptoms to last, what symptoms to expect and what you can do to treat yourself better • The second video features Pharmacist Raj Patel who provides advice on what you can do at home to treat cold and flu symptoms and which types of medicines will be most effective • Please note: the links will expire on 15th September 2014. Please email treatyourselfbetter@rdcomms.com to request the videos after this period Last updated: 09 September 2014

15. MEDIA MATERIALS Back to Contents Last updated: 09 September 2014

16. Press Office Back to Contents • A comprehensive press office will be in operation from September 2014-February 2015 to raise awareness of the campaign and promote appropriate self-treatment of colds and flu. This will cover the consumer media. • In the following slides, you can download the launch press release (please note the embargo date) and supporting press office materials • The Treat Yourself Better Press Office contact details are: Beth Lane, Emily Berrington or Andy Ruscoe Red Door Communications treatyourselfbetter@rdcomms.com Tel: 020 8392 8040 Last updated: 09 September 2014

17. Launch Press Release To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents • This press release will be shared with key consumer media by Red Door Communications at time of launch • You may wish to use the release as content on your website/s in the ‘news’ section, however, please note the embargo of 00:01 10th September 2014 • The release announces the launch of the campaign and highlights key research findings • Key stats include: • 6 million UK adults would visit their GP and over 2 million would visit A&E as a first port of call for common winter ailments such as colds and flu • Unnecessary GP and A&E visits for winter ailments could cost the NHS over £343 million • Nearly half who visit the GP for common winter ailments do so because they want antibiotics • The younger generation are the biggest culprits for wasting GP time • Only one in five make use of their local pharmacy despite long GP waiting times • Timings: not to be used until 10thSeptember 2014 Last updated: 09 September 2014

18. Spokesperson Quotes To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents • This document features approved quotes from a number of healthcare professionals including: • Dr Rob Hicks • Pharmacist Raj Patel and important stakeholders or health bodies including: • PAGB • Pharmacy Voice • Department of Health • College of Medicine • NICE • Royal Pharmaceutical Society • NHS England • You may wish to include their quotes in supporting materials or articles (print or online) • Please ensure to use the quotes verbatim unless otherwise agreed • This document will be updated with additional quotes. The latest version will be stored in the media section of the Treat Yourself Better website • Timings: from 10th September 2014 Last updated: 09 September 2014

19. Q&A To open (out of slideshow mode): Right click the image, select ‘document object’, then select ‘open’ Back to Contents • This document can be used to guide conversations with external audiences including campaign stakeholders and media and as such should only be used verbally and reactively, and should not be shared externally • It will feature correct agreed messaging around the campaign that can be used in response to internal or external stakeholder enquiries or media enquiries • All media enquiries should be passed on to the Treat Yourself Better press office at: Beth Lane, Emily Berrington or Andy Ruscoe Red Door Communications treatyourselfbetter@rdcomms.com Tel: 020 8392 8040 Last updated: 09 September 2014

20. For further information on the campaign or tool kit, please contact: PAGB GopaMitra Email: Gopa.mitra@pagb.co.uk Tel: 020 7242 8331 Red Door Communications Beth Lane, Emily Berrington or Andy Ruscoe Email: treatyourselfbetter@rdcomms.com Tel: 020 8392 8040 Thank you Last updated: 09 September 2014