Getting the message on public health

Red apple with tape measure around its circumference

Getting the message on Public Health

Encouraging people to take steps to protect their health and wellbeing is key to preventing many illnesses. It improves life chances in every way. It also saves public funds that would otherwise be spent on care and other support down the line. But how do you make sure your campaigns and communications are seen?

Video: How to understand the Public Health concerns of your residents by analysing their Google searches. CAN’s John-Paul Danon takes you through a current search report to highlight the insights available. If you would like a report for your location, please select a time that suits you for a chat.

Year-round, the Government runs a range of campaigns – from smoking cessation to keeping active, and from child immunisation to mental health. But how can you make sure, as a local council or ICB, that all your residents get to see these messages, understand them and act on them?

We can target these campaigns to people by age, sex, and ethnicity groups in specific locations covered by your local authority. We can then retarget those who need more information. And we can measure response at every stage.

Counting the cost

There are many problems that push up cost per intervention in public health communication campaigns. These are a few of the ways in which we’ve successfully tackled them with digital campaigns for councils and NHS ICBs:

  • Demand management: paid-for “always on” symptom Google Search, with geo-fencing around local A+E departments and pharmacies, to ease the pressure on acute services.
  • Applying behaviour change theory at scale: to promote adoption of healthier lifestyles – exercise, consumption, smoking cessation.
  • Targeting unengaged audiences: building trust through repeated messaging and promoting easier routes to access services.
  • Integrating council and ICB campaigns: recognising the links between social and economic factors and health outcomes as with the impact of cost of living on mental health.
How we can help

We can get your important public health messages across to 95% plus of the local people you need to reach using programmatic advertising. This means:

  1. The websites and social media channels your campaign ads appear on are determined by anonymised data profiles of individuals’ browsing habits – using data gathered on the internet in a positive way.
  2. Your campaign is continually monitored to determine which messages, creatives and channels are working best and tweaked to get the highest performance for the lowest cost.
  3. Your ads won’t appear in inappropriate places thanks to our in-built filters and you can easily track the progress of your campaign via an online dashboard.

At CAN we call our programmatic advertising service for councils Citizen Reach™. Read about how our programmatic campaigns for councils made a positive, and award-winning, difference during the COVID-19 pandemic.