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Freight picks up NHS Glasgow condom marketing project

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By The Drum Team, Editorial

January 14, 2011 | 2 min read

NHS Greater Glasgow and Clyde (NHS GGC) has appointed Freight to help with its marketing strategy for its Condom distribution scheme.

The Glasgow creative agency has been tasked by the health body to handle the strategy which aims to ensure that priority groups have easy access to information about the service, distribution venues and opening times, as well as clear signposting to the service and other sexual health services.

The contract will include naming and branding the scheme, which NHS GGC will retain the copyright for, develop a marketing strategy to target priority groups, running for around three months this year, across posters, leaflets and outdoor, as well as using Bluetooth and field marketing.

Also required will be the development of a marketing strategy for a pilot project within the scheme that will include targeting young men at three 5-a-side football venues. The campaign will include safer sex packs of condoms being places in display racks for men to access and a method of encouraging their use.

Freight will also be tasked with developing draft visuals and conducting consultation with target groups and stakeholders provided by NHSGGC, before implementing the strategy.

The contract notice states that the campaign has a budget of around £30,000 and that four expressions of interest were made into the initial tender.

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