Physical Activity proposition & toolkits Elinor Gordon June - - PowerPoint PPT Presentation

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

• What – strongest on enabling/informing, behaviour change
• Why – because the evidence is there, helping people take back

control

• How – the behaviours and outcomes we want to see as a result of
• ur 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 3rd party
• To service users
• 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?