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New Scottish Government campaign issues Steps for Stress

A campaign from the Scottish Government to help Scots deal better with Stress has been launched through The Union (advertising), The Big Partnership (PR) and The Gate

The campaign will look to reach a target audience between the ages 25-54 who are experiencing socio-economic deprivation, running across TV and Press, online field marketing in community settings – handled by Union connect – and local PR.

Cask was the production company on the TV advert.

Another key element of the campaign is a six-part prime time TV series for STV called Make Me Happier, which is funded by the Scottish Government and is presented by Lorraine Kelly and Angus Purden.

The programme features six Scots who are suffering stress as a result of issues such as debt and grief and viewers will see them supported to cope with their feelings and to make positive changes to their lives.

All marketing activity will look drive people to two core resources – a self-help guide and the campaign website which offers practical information about the steps people can take to deal with their stress, such as eating well, trying to get a good night’s sleep and being more physically active.

Roger Williams, head of marketing and digital at the Scottish Government, said: “This is a highly topical campaign, both in terms of its relevance and the range of tactics the team are using to reach our core audience.

“By taking the resources and field marketing events right into local communities, we can engage with people on a local level about stress and reinforce the top line messages they will be exposed to through the national campaign and Make Me Happier.”

NHS Health Scotland has also given its support to the campaign as it is working closely with the British Medical Association in Scotland; Royal College of Nursing, Royal College of General Practitioners and Royal College of Psychiatrists on the development of Steps for Stress.

Kim Munro, account director at The BIG Partnership, said: “Stress is a common issue, which affects most of us at some point in our lives, so this is a campaign which I’m sure will resonate well with the public.

“The PR activity will play a crucial part in ‘normalising’ stress, showing people that it’s nothing to be ashamed of and demonstrating the different ways in which it can be dealt with. Following a successful media launch earlier this month, we will be following up with activity around key stress hotspots such as Christmas and the ‘January Blues’.”

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