A toolkit for stakeholders Background

• People are being asked to continue following the public health guidance issued during the first phase of the coronavirus (COVID-19) pandemic by using their local pharmacy, GP practice, local minor injuries unit or NHS 24 to get advice and help when they need medical care. • A new public information campaign titled Should you go to A&E? launches 15 July to ensure people continue to get the right care from the right place. • The campaign will run from 15 July – 6 August 2020. • This campaign is the first in a series of communications planned for the coming months to explain how health and social care services are remobilising following covid-19. • We would be delighted for this campaign to be extended further through your networks.

2 Key messages

• Before seeking medical attention, please consider whether you’re getting the right care from the right place. • Many health issues can be handled faster online at NHSinform.scot or by phoning your GP (or NHS24 on 111 out of hours) • Your local pharmacy and minor injury unit can also help • Do not visit A&E for coronavirus symptoms, call 111 instead • If you do go to A&E, the minor injury unit or your GP practice it might look different as we work to protect everyone from coronavirus • A&E remains for emergency care only • If you’re not sure where to go, visit nhsinform.scot/shouldyougo

3 Sample email copy

Hello, As we continue to emerge from lockdown, our health and care services are continuing to remobilise. In the initial stages of the coronavirus pandemic the guidance was to use their local pharmacy, GP practice, local minor injuries unit or NHS 24 to get advice and help when they need medical care. The guidance is now changing, and we would appreciate your help in sharing this message. The new Should You Go to A&E campaign will run from 15th July – 6 August, and communicates the latest guidance to make sure everyone is getting the right care from the right place. This campaign is the first in a series of communications planned for the coming months to explain how health and social care services are remobilising following covid-19. We would appreciate if you could extend this message through your network, and you can find all relevant assets here Thank you,

4 Digital assets

The following assets are available for Facebook, Instagram and Twitter: • Digital animation (30 sec) • A static image

Suggested post copy Get the right care from the right place. Many issues can be handled faster at NHSinform.scot, by phoning NHS 24 on 111, at a pharmacy, through your GP surgery or at the minor injury unit. For coronavirus concerns call 111.

Call to action You can either direct people to your own website or to NHS Inform: nhsinform.scot/shouldyougo

5 Poster

A4 and A3 posters are available for you to download and display in health care settings.

You can also adapt the files to include your own logo. Please do not change any other messages.

The same advert will be used in newspapers. You can see a list of press titles on page 10

6 Website

A web banner (size 1200 x 528) is available for you to use on your own web pages or in other collateral. You can find sample copy to use on your website or newsletter in the radio ad on the next page, or by visiting nhsinform.scot/shouldyougo

7 Radio script

The medical care you need could be closer than you think. To help you and keep everybody safe it’s important you get the right care from the right place. Many issues can be handled faster at NHSinform.scot, by phoning NHS 24 on 111 or at a pharmacy. For coronavirus concerns, call 111. If you do go to A&E, your GP practice or the minor injuries unit, it will be different as we work to protect everyone from coronavirus. A&E is for emergencies only. To know where to go, visit NHSinform.scot.

8 Paid media schedule

The campaign will run until 6 August. More detail of local titles/stations is shown on the next page.

July Media Size/Format 6 13 20 27

RADIO Airtime 30" 17th Jul - 6th Aug

DIGITAL Social, Display & Audio Various 15th Jul - 6th Aug

PRESS Various 17th Jul - 2nd Aug

9 Local radio, press titles and digital channels Radio Press Digital Stations Publication Media Publisher / Media Owner Clyde 1 Courier Social Facebook & Instagram Dundee Evening Telegraph Press and Journal MFR Aberdeen Evening Express Social TikTok Evening Times Evening Times Social Twitter The Herald Social Twitter Scotsman Tay 2 on Sunday Herald on Sunday Display Rommatic Tay FM Display Rommatic Westsound Daily Record Classic FM Sunday Mail Daily Express Heart Sunday Express Smooth Scottish Sun Sun on Sunday Times Scotland 10 Sunday Times Thank you for supporting the Should you go to A&E? campaign

For more information please contact the Scottish Government Marketing and Insight Unit: [email protected] [email protected]