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Small Steps Big Difference takes leap on-air

posted 4 Jun 2011, 06:10 by Alistar Frater   [ updated 4 Jun 2011, 06:15 ]
Innovative link-up for NHS Lothian and hospital radio stations.

The hospital radio airwaves of Edinburgh are set to be filled with the sound of health promotion adverts thanks to an innovative link-up between NHS Lothian, Radio Lollipop and Red Dot Radio.

Small Steps Big Difference, a joint healthy living campaign between NHS Lothian and City of Edinburgh Council, will be the first to feature on hospital radio stations in the capital.

Four adverts, used as part of the campaign, will be played at five hospitals across the city.

Clifford Burden, Acting Director of Communications, NHS Lothian said: “I believe this to be the first time a health board in Scotland has linked-up with hospital radio in this way.

“We are constantly looking at innovative and cost effective ways to better promote our campaigns. This partnership with hospital radio will see our campaigns gaining greater exposure and, in some cases, influence exactly those people they’re intended for.”

The Small Steps Big Difference adverts feature a catchy song and four key messages helping to promote the main aspects of the campaign.

Clifford Burden continued: “This campaign aims to promote small changes to lifestyle as a way of improving overall health. Messages like - walk to the shops instead of taking the car, substitute salt for herbs or grab some fruit in the morning – all feature in our adverts and hopefully they will positively influence those who hear them in our hospitals and throughout Lothian.”

David Stirton, Public Relations Officer, Edinburgh Hospital Broadcasting Service, Red Dot Radio, commented: “We’re delighted to be a part of this innovative partnership with NHS Lothian.

“I’m certain the positive messages heard in each advert will have an effect on our listeners and it’s great to be involved with this campaign from the start.”

Louise Trow, Chair, Radio Lollipop, added: “This is a fantastic opportunity and one Radio Lollipop is delighted to be involved in. We’re delighted to be able to promote the Small Steps Big Difference campaign on our station and there will no doubt be other campaigns in the future which we can help NHS Lothian to promote.”