2. I foundthe campaignfromthe NHSadvertisingthe importance of antibioticsandhow notto over
use themor they’ll startnotto workwhenyouactuallyneedthem.Itsuggeststhatwe generallyjust
take an antibioticpill wheneverwe feel alittle ill orunderthe weather,whatmightseemgoodat
the time because itmakesyou feel better,but yourbodyslowlybecomesimmune topillsif usedon
a regularbasisor overused,so whenyouseriouslyneedthemthere’sapossibilitythattheywon’t
workand it couldbecome verycritical foryourhealth.Sooverall Ithinkthe NHSis tryingto getthe
message of talkto yourdoctor and take theiradvice before usingyoupastknowledge to determine
whetherthe pillsyouhave inyourmedicinecupboardare the rightmedicine foryourhealthand
illness. Theyfeltthe needtoadvertise thisnow forthe secondyear ina row (23rd
October2017)
because itisestimatedthatat least5,000 deathsare causedeveryyearinEnglandbecause
antibioticsnolongerworkforsome infections - butpatientsstill have ahighexpectationof being
able to getthemwhentheydon’tnecessarilyneedto. The central piece of creative contentisan
animation,createdbyM&C Saatchi for use as a TV ad, inwhich a group of pillssingaboutthe
dangersof treatingminorillnesses withantibiotics. The total mediabudgetforthiswas £2million.
Outdooradvertisingwill include spacesnearpharmacies,while social,radioandprintmedia
advertisingwill targetoldermenandwomen,andparents.Thiscampaignwonmanyawardswithin
the thirdAntibioticGuardianawardswhichtookplace on27th June.The awardscelebrate the work
of healthcare professionalsacrossEnglandintacklingantimicrobialresistance andformpartof the
ongoingAntibioticGuardiancampaignwhichisledbyPublic HealthEngland.Withinthisaward
ceremonytheywon11 awards including:infectionpreventionandcontrol,publicengagement,
communitycommunicationsandchildrenandfamily.
Thiscampaignis aimedforanyaged adultbutespeciallyparentsorcarers.Ithinkthisbecause a
parentis a child’sinitialdoctor,the persontheygotowhenthey’re notfeelingwell,sogetting
parentseducatedaboutthe subjectandhow to use antibioticsandpill affectively,they’llbe able to
lookafterthemselvesandtheirchildrenthe rightwaywithoutrunningstraighttoyourdoctoror
digestingthe wrongpill thatcouldhave aseriousside effect.Idon’tthinkthe NHSare aimingthe
campaignat a specificsectiononthe NRSscale,aseveryone needstohearthe message.Thisiswhy
the ad is childfriendly(usinganimationswithacatchytune) butit alsoappliestoadultsas ithas a
strongmessage behindthe upfrontmessagethatchildrenmaynotsee. Onthe psychographicscale I
thinkthe mainaudienceswouldbe apart of the ‘succeeder,andthe mainstream’.Ithinkthis
because ‘the succeeder’s’tendto seekoutthe best,have control andrelax occasionally,this
meaningonce theyfindoutthe informationthey’llhave control andbe able torelax as theyknow
the informationthey’ve receivedisthe best.Onthe otherhanda mainstreammemberthinksabout
the group (we) ratherthanthemselves(me),sohavingthe knowledge aboutantibioticstheywill use
it forthe bestand to helpothers(theirmostlikelytobe parents), theyalsorespondtobrandsand
seeingthe NHSbringingknowsaboutantibioticsandhow societyisn’tusingthemproperlyitwill
make themrespondandact onthe issue.
The campaignis presented asbeingfactual andseriousasit’sabouta serioustopic soit can’t be
jokeyyetitstill hadsome kidshumourinitso it wouldappeal toa wideraudience,butitgetsthe
message acrossreallywell,thisisdone byasongwitha catchy tune,and a lotof rhythmand rhyme
init, thisisplayedthroughoutthe advertisementonall platforms(tv,radio,social media…) butat
the endof the animationof the singingpillsitsuddenlyturnsseriousandgetsthe mainmessage
across makingitno longerseemlike ajoke butreality.Ibelievethathow theydone thisis really
effective,the factthattheyblendedthe seriousmessageintoa catchy, kidshumorouswayyetall
the informationisstill inthere. Overall the campaignwaspresentedinthe correctway as itappeals
to all audiencesindifferentformsbuttells the audience whattheyneedtohearandthat it’sa
seriousmatter.
3. Thisadverthas beenmade unique andmemorablethroughitspresents.Thismeaningmosthealth
and NHSadvertsare seriousandgetstraightto the point,forinstance some healthadsare soin
depthandseroustheyhave the abilitytoscare you,or make youswitchoff and ignore itas theycan
be boring.Whereasthisadvertstill getsstraighttothe pointbuttheyhave lighteneditupandmade
it entertainingtowatch,resultinginpeople rememberingthe message. The message beingto‘take
your doctors advice’butthe overall message indicatesnottooveruse antibioticsortheymightnot
helpyouwhenyoureallyneedthem,itshowsthisbythe pillswhosingthe factsdying,this
representsthatyourbodybecomesimmune tothemandtheymightaswell be oblivioustoyou.
The campaignusedlotsof differentmethodstogettheirmessage out,as itsimportantadvice togive
to the public. Thisenabledthemtoreacha wideraudience youngtoold,asthe olderpeople who
are lessadvancedinthe mediaandontechnologywill readthe leafletsandlistentothe radio(radio
3 and the local one) whereasthe billboardsandtelevisionadswill appealtothe youngeraudience
including;adults,familiesandchildren/teen.Ihave found6differentmethodsthe NHShave decided
to share and campaign.These include: aTV advert,radioadvert,website,social mediaposts,leaflet,
and billboardbanner/poster’s(print).
Televisionadvert
https://www.youtube.com/watch?v=ef4QHUS5760&safe=true
All the advertsinthiscampaigngive the same message,‘don’toveruse antibioticsaswhen
there comesa time where youneedthemforreal,there isahighchance yourbody has
become immune tothemandtheynolongerworkfor you.’Some of the advertsdo have this
message more indepthwithlotsof informationlike the leafletandtvad, butplatform’slike
the postershave the basicsthat will make youstopand think.
Because the ad isaimedat a wide varietyaudience,the use of TV advertisementwill aimto
catch the attentionof the youngeraudienceastheytendtowatch TV more than the older
generation.Thisisbecause theyhave grownupwithitintheirlivesorhadchildrenthat
have.Thisiswhy theyhave made the advertfunand memorable bysightaswell assound,
for example the use of animated,singingpills.Althoughchildrenare thoughtthatthey
shouldnevertake pill ormedicationwithoutanadult’ssupervision,thiswillstillhelpthe
NHS gettheirmessage outbecause they’re likelytotalk/singaboutthe adwhentheir
parentsare around.Andevenadultswouldenjoywatchingthe ad asit’snot a boring,
serious type of medical but it’sstill hasall itsfactsand advice.
Thisis differentfromthe otherplatformsof advertisingthe campaignas it’sananimated
movingimage thatsings.Itentertainsandfeedsusinformationvisuallyandacoustically.
All the differentplatformslinktoconveythe message fromthe NHSbyusingthe same
cartoon pill,fontandcolourscheme onall theirvisual platformsandacousticallytheyuse
the same song withthe endingmessage “take yourdoctor’sadvice”onboth. Thislinksthe
campaigntogetherastheycan be relatedtoone anotherbysoundand sight. The lookof the
especiallydesignpillsare made recognisable astheyare seenregularlyonmajorityof
advertisingplatforms,makingthe campaignevenmore likelytogetitsmessage across.
In mypersonal opinion the campaigndidcoverall the platformsandwasa bill toreach every
possible targetaudience soinconclusionIbelievethatthe campaignwassuccessful andthe
NHS got theirmessage out.Whetherthe audience tookonthe informationgivenisupto
them,butthe NHScompletedwhattheysentouttodo.
4. Radioadvert
https://www.youtube.com/watch?v=ysEWnf9De5w&safe=true
All the advertsinthiscampaigngive the same message,‘don’toveruse antibioticsas
whenthere comesa time where youneedthemforreal,there isahighchance your
bodyhas become immune tothemandtheynolongerworkfor you.’Some of the
advertsdo have thismessage more indepthwithlotsof informationlike the leafletand
tv ad, butplatform’slike the postershave the basicsthatwill make youstopandthink.
Because the ad isaimedat a wide varietyaudience, the radiowill mainlybe aimedat
busyworkerswhodrive arounda lot(like parentsor travellers)orolderpeople who
listentothe radio,or businessclientsassome businesslike salonsandcafesplay the
radiofor backgroundnoise. Soforthe radio adverttheyusedthe same,catchysong
aboutthe consequencesof overusingantibioticsasinthe televisionadvert.Thiswill
catch the audience asit’ll make themwanttosingalongto itand the tune gets stuckin
your head. Itwill alsobe goodfor the stubbornpeople inourpopulationwhodon’t
necessarilylike goingtothe hospital astheywill hearadvice inafunwaymakingthem
not necessarilyrelate ittothe hospital directly.
The radio advertdiffersfromall the otherplatformsbyaddingaladyspeakingina
serioustone ata muchslowerpace to the song at the endof the ad, thisisn’t inanyof
the otheradvertisements. Thisisgood because itaddsrealism andseriousnesstothe
ad. I thinkthey decidedtodothisbecause youcan’tsee what’sgoingon the ad could
come across jokily butthe ladyat the endput the intentionbackintothe advertisement.
She says “takingantibioticswhenyoudon’tneedthemputsyouandyourfamilyat risk
take your doctoror nursesadvice and keepantibioticsworking”.
All the differentplatformslinktoconveythe message fromthe NHSbyusingthe same
cartoon pill,fontandcolourscheme onall theirvisual platformsandacousticallythey
use the same song withthe endingmessage “take yourdoctor’sadvice”onboth. This
linksthe campaigntogetherastheycan be relatedtoone anotherby soundandsight.
The lookof the especiallydesignpillsare made recognisable astheyare seenregularly
on majorityof advertisingplatforms,makingthe campaignevenmore likelytogetits
message across.
In mypersonal opinionthe campaigndidcoverall the platformsandwasa bill toreach
everypossibletargetaudiencesoinconclusionIbelieve thatthe campaignwas
successful andthe NHSgot theirmessage out.Whetherthe audience tookonthe
informationgivenisupto them, butthe NHS completedwhattheysentouttodo.
5. Website
https://www.england.nhs.uk/blog/why-taking-fewer-antibiotics-is-good-for-you/
All the advertsinthiscampaigngive the same message,‘don’toveruse antibioticsaswhen
there comesa time where youneedthemforreal,there isahighchance yourbody has
become immune tothemandtheynolongerworkfor you.’Some of the advertsdo have this
message more indepthwithlotsof informationlike the leafletandTV ad, butplatform’slike
the postershave the basicsthat will make youstopand think.
Because the ad isaimedat a wide varietyaudience,the website manytargetaudience
wouldbe forthose whohave heardthe ad somewhereelse (onadifferentplatform) and
have furtherenquiriesaboutthe topic. Forthose whomay have highanxietyandneed
clarificationsotheywon’tstressandoverreactabout the subject.Thisplatformwon’tbe
reachedeasilyorunlessinstructedbecause it’snotsomethingyou’ll come acrossona day to
day basis.Soit’snot particle reachingall targetaudiencesunlesstheyhavealreadybeen
toldaboutthe problemthe campaignisinformingpeopleabout.
The website iswrittenlikeablogonthe NHSwebsite underthe title ‘whytakingfewer
antibioticsisgoodforyou…’Thisis muchdifferentfromall the otherplatformsasitdoesn’t
include anyimagesof the white andredpills,none of the fontsare the same as the other
platformsanditvery wordyandwouldonlyappeal tothose lookingformore information.
It’salso writtenbya doctor(Dr Bruce Warner) withinthe NHS and nota memberof M&C
Saatchi (an advertisingcompany)whocreatedthe animation andposters…forthe
campaign,thismeaningitislikelytohave amuch more formal and professional layout/look
rather thana typical adcreatedby M&C Saatchi.
All the differentplatformslinktoconveythe message fromthe NHSbyusingthe same
cartoon pill,fontandcolourscheme onall theirvisual platformsandacousticallytheyuse
the same song withthe endingmessage “take yourdoctor’sadvice”onboth. Thislinksthe
campaigntogetherastheycan be relatedtoone anotherbysoundand sight. The lookof the
especiallydesignpills are made recognisable astheyare seenregularlyonmajorityof
advertisingplatforms,makingthe campaignevenmore likelytogetits message across.
In mypersonal opinionthe campaigndidcoverall the platformsandwasa bill toreach every
possible targetaudience soinconclusionIbelievethatthe campaignwassuccessful andthe
NHS got theirmessage out.Whetherthe audience tookonthe informationgivenisupto
them,butthe NHScompletedwhattheysentouttodo.
Social media/Instagrampost
https://www.instagram.com/p/BpRi1G_nlyB/?utm_source=ig_share_sheet&igshid=11a13ak07eh0w
All the advertsinthiscampaigngive the same message,‘don’toveruse antibioticsaswhen
there comesa time where youneedthemforreal,there isahighchance yourbody has
become immune tothem andtheynolongerworkfor you.’Some of the advertsdo have
thismessage more indepthwithlotsof informationlike the leafletandTV ad, but
platform’slike the postershave the basicsthatwill make youstopandthink.
Because the ad isaimedat a wide varietyaudience,puttingitonsocial media,aplatform
knownforteensto be usingreachestothemas well sotheycan see itfirsthand as well
insteadof justhearingaboutitby a parentin a passingcomment,itmightmake themact
uponthe topic as well.Theyhave reachedthisaudience bysimplifyingthe videoto10
6. secondslong, makingitlongenoughtogettheirinformationinbutnottoo longthat they
will swipe passedit.Theyalsomade itbrightandeye catchingwitha redbackgroundand
boldwhite textgoingontoa white backgroundwithblacktextbut havingthe important
words(antibiotics,you,family,risk) pulsinginaredfont.These wordswouldappeal to
teensastheycan relate tothem and theymeansomethingtothem. NHShasalsoput a
hashtagin the commentslinkingyoutoa page full of ‘keepantibioticsworking’imagesand
videos.
Thisis differentfromthe otherplatforms withinthe campaign asthe videodoesn’tcontain
lyricslike the TV and radioad, itjustplaysthe tune of the song inthe backgroundof the
video,whilstshowingthree slidesof messageswiththe animatedpill movingineach.
All the differentplatformslinktoconveythe message fromthe NHSbyusingthe same
cartoon pill,fontandcolourscheme onall their visual platformsandacousticallytheyuse
the same song withthe endingmessage “take yourdoctor’sadvice”onboth. Thislinksthe
campaigntogetherastheycan be relatedtoone anotherbysoundand sight. The lookof
the especiallydesignpillsare made recognisableastheyare seenregularlyonmajorityof
advertisingplatforms,makingthe campaignevenmore likelytogetitsmessage across.
In mypersonal opinionthe campaigndidcoverall the platformsandwasa bill toreach
everypossibletarget audiencesoinconclusionIbelieve thatthe campaignwassuccessful
and the NHS got theirmessage out.Whetherthe audience tookonthe informationgivenis
up to them,butthe NHS completedwhattheysentouttodo.
Posters
All the advertsinthis campaigngive the same message,‘don’toveruse antibioticsaswhen
there comesa time where youneedthemforreal,there isahighchance yourbody has
become immune tothemandtheynolongerworkfor you.’Some of the advertsdo have this
message more indepthwithlotsof informationlike the leafletandTV ad, butplatform’slike
the postershave the basicsthat will make youstopand think.
Because the ad isaimedat a wide varietyaudience,postersfromthe campaignhave been
put all overthe place to reach as manypeople aspossible,theyhave beenonbusesand
on/inpublictransportandplaces/buildings,inschoolsandhospitalsandonbillboards…this
isto try and reach as manypeople aspossible especiallythose whodon’thave technologyor
don’tlike listeningtothe radio.Italsomakesyoufamiliartothe ad’s look,soif you didsee
one on a bus,it’slikelythatyouwon’tstopseeingitonall platformsas you’re introducedto
it soit becomesfamiliar,soif youwere togo and see iton social mediayou’re more likelyto
stopand watch the video,gettingthe messageacrossindiverse ways.These appeal toa
wide range of audiencesasthere islotsof differentstylesanddesignsof postersmade for
thiscampaign,wordyonesforthe oldergenerations,picturebasedoneswithbig,boldfont
for the youngeraudiencesand more seriouslypictureannotatedonesforadults.
7. The main difference withthisplatformcomparedtothe othersisthatit doesn’tcontaina
movingimage orthe song nor itstune.It alsogetsstraightto the pointand tellsyouthe
facts that reallymatterforexample;‘keepantibioticworking’or‘take yourdoctor’sadvice
aboutantibiotics’.
All the differentplatformslinktoconveythe message fromthe NHSbyusingthe same
cartoon pill,fontandcolourscheme onall theirvisual platformsandacousticallytheyuse
the same song withthe endingmessage “take yourdoctor’sadvice”onboth. Thislinksthe
campaigntogetherastheycan be relatedtoone anotherbysoundand sight.The lookof the
especiallydesignpillsare made recognisable astheyare seenregularlyonmajorityof
advertisingplatforms,makingthe campaignevenmore likelytogetitsmessage across.
In mypersonal opinionthe campaigndidcoverall the platformsandwasa bill toreach every
possible targetaudience soinconclusionIbelievethatthe campaignwassuccessful andthe
NHS got theirmessage out.Whetherthe audience tookonthe informationgivenisupto
them,butthe NHScompletedwhattheysentouttodo.
Leaflets
All the advertsinthiscampaigngive the same message,‘don’toveruse antibioticsaswhen
there comesa time where youneedthemforreal,there isahighchance yourbody has
become immune tothemandtheynolongerworkfor you.’Some of the advertsdo have this
message more indepthwithlotsof informationlike the leafletandTV ad, butplatform’slike
the postershave the basicsthat will make youstopand think.
Because the ad isaimedat a wide varietyaudience,leafletsare forthose wholove toread
and preferthe worldbehindacoverratherthan technologyworld.Itcouldalsobe aimedat
people wholike toknowfactsindetails.Thisreachesitsaudience asall the differentkinds
are full of information,frommore indepthfactsto a whole bookletwithfiguressupporting
the evidence.The leafletsaren’tdoll orplainandboringtolookat as theyare full of the red
and white colourscheme andthe image of the pill,the writingisalsospreadoutsoit
doesn’tlook asmuch either.Thisenablesthe leafletstobe a potential advertisingplatform
for all audiencesasitgivesaverydescriptive,detailedmessage aboutthe topicinacapable
way.
Leafletsare differentfrom the restof the platformsasit continue lotsmore detailsabout
the campaignmakingit more wordyand unappealingtomajorityof targetaudiences. They
still include the iconictablet/pill withthe same colourscheme andfonts.Butare portable
easyaccess platformsyoucantake home withyouand physicallyturnthe page.
8. All the differentplatformslinktoconveythe message fromthe NHSbyusingthe same
cartoon pill,fontandcolourscheme onall theirvisual platformsandacousticallytheyuse
the same song withthe endingmessage “take your doctor’sadvice”onboth. Thislinksthe
campaigntogetherastheycan be relatedtoone anotherbysoundand sight.The lookof the
especiallydesignpillsare made recognisable astheyare seenregularlyonmajorityof
advertisingplatforms,makingthe campaignevenmore likelytogetitsmessage across.
In mypersonal opinionthe campaigndidcoverall the platformsandwasa bill toreach every
possible targetaudience soinconclusionIbelievethatthe campaignwassuccessful andthe
NHS got theirmessage out.Whetherthe audience tookonthe informationgivenisupto
them,butthe NHScompletedwhattheysentouttodo.
ASA (advertisingstandardsauthority) isthe UK’sindependentadvertisingregulator,theycheckover
everyUK mediasticktomake sure thatthe advertisingruleswere beingfollowed. They make sure
that everyUK ad isresponsibleandtheirgoodforsocietyandadvertisers,theyalsorespondto
complaints fromcustomersandbusinessesandbanthe AD’sthat are classedas misleadingand
harmful.Theyalsoconductresearchon the publictotesttheiropiniononadvertssotheycan take
actionon any concernsmade. Withinthe NHScampaignthe ASA wouldhave checkoverevery
platformof advertingandmake sure that all regulationswere kept;makingsure itwasn’tgoingto
harm, offendormisleadaudienceswiththeirmessage aboutantibiotics.Theywouldhave hadto
checkthat the graphicsonthe TV ad weren’ttooharmful onthe audience andthat the message
aboutmisusingantibiotics,hitshardenoughtomake animpact onpeople andhelpthemovercome
thisproblembutnottoo hard that people gethurtbyit.
OFCOMisthe regulatorforthe communicationsservices thatwe use andrelyoneach day,theydo
thisby makingsure people are gettingwhattheyare payingforwithintheirbroadbandandmobile
service aswell ascheckingonTV and radioadverts.Theyare in charge of universal postal service
and makingsure all lettersandparcelsare beingcollectedanddeliveredontime.Keepinganover
viewof people andhelpingthemnotget scammed.All theirdutiescome fromparliamentinorderto
make us safer.
BBFC- the BritishBoardof FilmClassification(BBFC) is an‘independentregulatorandguide withover
100 years’experience.‘We’re heretohelpeveryone inthe UKchoose age-appropriatefilms,videos
and websites,whereverandhowevertheywatchoruse them’.The BBFChas beenclassifyingfilms
and givingthemage ratingssince itwasestablishedbythe filmindustryin1912 to bring consistency
to filmclassificationwhenlocal authoritieshadstartedimposingtheirown,widelyvarying
standards.Licensinglegislationiswhatgivesthe BBFCthe powertoregulate filminthe UK;the
VideoRecordingsAct(VRA) 1984 empowersthemtoapplythe testof whethercontentissuitablefor
watchingat home - takingintoaccountthe potential forunder-ageviewing.Withinthis,theyalso
considerthe potential forharm - to the viewer,userorto society- includingthroughthe vieweror
user'sbehaviour.Otherlegal considerationsincludeindecentimagesof children,animal cruelty,
obscenity,racial hatredandhumanrights.If individualelementsof contentare foundtobreakUK
law,theywill be cut.If the whole of the contentbreaksthe law,itmaybe refusedanage ratingand
rejected.Therefore anyadvertthatcouldbe displayedonTV hasto go throughthemto make sure it
issafe for everyone towatch.
