BMT to produce Primary Care ads

VCCP Group’s Branded Moments of Truth (BMT) agency has been appointed to develop health awareness campaigns for the East Lancashire Primary Care Trust.

The agency’s first work is a responsible drinking campaign launching this week. Entitled “Know When To Say When”, it will aim to highlight the risks and consequences of excessive drinking both from a health and social perspective.

There will be seven creative executions in the poster-led campaign, which will appear in outdoor sites across the East Lancashire region. It will be supported by press, radio and other out-of- home formats.

An experiential component has also been created with a portable pub called the “Watering Hole”. It will be used to distribute free water and information to local residents while on their night out.

There is also a dedicated helpline and website to support the campaign, offering additional information.

The appointment of BMT and the new campaign is part of Primary Care Trust’s goal to “save a million years of life” by 2011, by encouraging individuals to take responsibility for their own good health and make sensible life choices.

Another campaign will be launched at the end of the month targeting coronary heart disease.

Victoria Robertson, director of corporate services for East Lancashire Primary Care Trust, says: “Excessive drinking across all age groups and all social classes is one of the biggest issueswe face today. Not onlydoes it lead to life-threatening illnesses, it also contributes to devastating social issues, including violence, road accidents and teenage pregnancy.”