Physical Activity proposition & toolkits Elinor Gordon June 2015
Background • Approx 80 projects on the ground, with a variety of approaches . • Inconsistency around how we market and promote these schemes. • No framework for communications for Macmillan teams and partners to work from. • We need a consistent and compelling expression of our physical activity offer. • Creative & messaging toolkit to guide & develop materials
What we did • Held 3 workshops with people from across Macmillan & service providers o What – strongest on enabling/informing, behaviour change o Why – because the evidence is there, helping people take back control o How – the behaviours and outcomes we want to see as a result of our programme eg informed, engaged, empowered, supported • Reviewed existing evidence and insight • Developed materials with a few options of design and messages, headlines, straplines, images. • Tested with 5 x groups HSCPs and PLWC • Used this to develop the toolkit further
Naming conventions • Looked at whether we should have one name across all, and is that Move More? • Move More established and used across a variety of programme wide and specific projects eg across all Scotland • Keep existing other names, but where possible use Move More going forward. • But, needs a strapline to help explain and help create consistency where different names exist.
Toolkit • Creative guidelines across different materials to help create a consistent look and feel • Define what’s mandatory and what can be tailored • A unifying strapline – Move More. Be a more active you. • Standard messaging of different lengths for different audiences • Library of images to use • Draw together all marketing elements as addition to how to guide • Further support contact details
Suggested additional contents for you • Case studies & quotes – PLWC & HSCPs • Quotes – from Macmillan people on benefits of programme • Research summaries (for HSCPs) • Example marketing and PR plans/top tips, guidance on social media, tactics to increase referrals • Template e-newsletter – your own and for 3 rd party o To service users o To healthcare professionals • Infographics • Sample press releases - for newspaper re local services • Template presentations • Links to videos
Discussion – service providers • Overall thoughts • How will this help you? • What would you like it to include? – agree useful suggested contents & anything additional • What is the best way to roll this out? • Able to help with case studies & quotes?
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