Purpose / Background:
The Behavioural Insight and Change Team in Public Health, Liverpool City Council work on a variety of behaviour change interventions including delivery of Public Health campaigns. Working across areas such as smoking, sexual health, physical activity and alcohol the team develops marketing strategies based on robust insight to encourage behaviour change amongst specific, targeted population groups.
We also have a close working relationship with NHS Liverpool Clinical Commissioning Group, partnering on projects where possible and delivering both bespoke Public Health campaigns developed within the Behaviour Change and Insight team, as well locally activating national campaigns from Public Health England, Sport England and charities.
The team develop multichannel campaigns, spanning both on and offline. More recently the digital element of these projects has grown substantially, reflecting the accessibility and usage of our local population both for online resources and social media. Developing a digital basis to our campaigns also means that we can continually change and update our resources, using data form sources such as google analytics to monitor campaign activity and amend this where necessary. It also ensures sustainability, where we can constantly have our campaigns live, and up-weight these with a targeted digital campaign at different times of the year.
The key components, for the majority of our digital advertising campaigns, include google display network advertising, social media advertising and re-targeting. Social media is a key channel for many of our campaigns. As well as developing Facebook and YouTube adverts, typically we have created bespoke pages/channels on Facebook, Twitter, YouTube and Instagram and during campaign periods schedule posts and monitor engagement across these platforms.
In all of our projects we are trying to achieve behaviour change, therefore as well as reach, impressions and engagement statistics (likes, shares, comments) we are interested in click through rates and importantly, the behaviour of these individuals once they visit the site. For some campaigns we are wanting our target audience to fill in interactive tools to help personalise information on given subject matters. We are keen to work with local suppliers to further our work in these areas. To explore different techniques and strategies to effectively target our local population, based on the objectives of each of our campaigns and evaluate these campaigns to demonstrate effective outputs where possible.
February 12, 2018.
4th Floor, Cunard Building
Liverpool, L3 1AH
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