Health Education Board for Scotland (HEBS): How advertising helped begin a change in a nation's health - IPA Effectiveness Awards Case Study 2000

Brief Description: Set againgst the backdrop of Scotland having a poor health record, especially with the 'big 3' (Cancers, heart disease and strokes). The 'Lifesaver' TV campaign showed the national scale of the problem as well as appealing on a personal level - 'you can save a live - your own!' Results: increased awareness, understanding the message which led to behavioural change. C2DEs were targeted and responded most ;---(TAGS)--- Full Title: HEBS : how advertising helped begin a change in a nation's health ; Number: 2000/40 ; Brand Name: Health Education Board Scotland - Nation's Health ; Client: Health Education Board For Scotland ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: The Bridge ; Author: Margaret Byrnes, David Watson ;