‘Plasticine People’ Campaign – measurement and evaluation

Between 14 November 2016 and 31 March 2017, the campaign had a total reach of 2.4 million, including 31 pieces of media coverage with positive or neutral sentiment, 14,600 unique website users including 44% direct visits to website (the key call to action), 25% to the page promoting the NHS child health app, 20% visits to GP and pharmacy opening times.

Messages through social media had 1.7m reach, 3,500 click-throughs (Twitter) and 126,000 reach, 1,900 engagements.

Evaluation was conducted through an extensive, targeted online regional survey of 1,105 people, measuring unprompted and prompted recall of the campaign and key messages as well as cognitive impact and understanding.

50% said they had seen or heard campaign adverts, with females more likely to have seen something related to the campaign. Young people (58%) and over-65s (54%) were most likely to have seen or heard advertising, showing that the campaign reached priority groups. The most effective media were leaflets, newspapers, internet, radio and posters.

35% were very likely (9 or 10 on a ten-point scale) to use NHS services other than A&E as a result of seeing or hearing the campaign. The highest recall was for the radio component (35%), coughs and colds (26%) and antibiotics (21%).

    Cost effectiveness

  • £8 per person reach
  • All North East NHS organisations signed up to using insights and working together to avoid campaign duplication. NHS provider organisations are starting to see the effects of behavioural change on the front line
  • If 26% of North East population changes behaviour in choosing services, this would equate to a saving of up to £72.6 million per annum