Can the  Public Service Media/Broadcasters deliver effective public health messages?

This is the first   in a series of posts  largely based on seminars and workshops organised by Westminster Media and Health Forums, NHS Digital, Ofcom and key digital and mobile media players, it lhighlight the changing behaviour of the population, the digital and mobile landscape  and possible new solutions for public health messaging.

Changing behaviour

The Digital Day part of The Communication Market Report: UK 2016, offer an important insight into the changing  behaviour of the UK population. For full report click here It is a snapshot of people’s media &communication behaviour over a seven-day period, exploring when and how people use services and devices throughout the day, covering both personal and business use, in- and out-of-home use.  Analysis of the data show ‘media consumption’  refers not only to viewing and listening, but to all text and voice communications, and the consumption of print media” . Click here to read more.

Average Time Spent per Day with Major Media by UK Adults (2016)

Internet via desk/laptop 3.20hr  

Internet via mobile 3.12hr

Social Media 1.09hr                        

 TV 2.33 hr

Source: eMarketer

Source:  Ofcom

Digital and mobile transformation                                                                                                                                

Central and local governments are catching up with the private sector using digital and mobile technologies to reach out to the public.  The campaigns for waste recycling across the UK has been a success story. London Borough of Camden,  my  local council  manage a successful waste recycling campaign, they use a mixture digital and mobile solutions to educate, incentivise  and communicate with a very diverse population -  typical inner city population.

A combination of the extensive use of mobile devices, changing behaviour of the population and the rapid digital and mobile transformation of the world, created possibilities for personalised and targeted solutions which companies are deploying  for targeted advertising,  so why not the public sector? Traditionally, public health and enviromental  issues are covered by the Public Service Media as story lines in popular soaps, billboard advertising and the print media.  The question, would Public Service Media and Broadcasters be willing to deliver safe and cost effective public health and enviromental messages/news, and go beyond the traditional story lines in popular soaps and billboard advertising?