Public Health England has lifted the lid on how it goes about promoting key health issues to the mass population.
According to Sheila Mitchell, Marketing Director at Public Health England, it mixes the approaches it takes depending on the material.
For instance, she said its Change 4 Life campaign is “yellow and fun, but also very authoritative.”
“It’s not laugh out loud funny, but it talks to parents in a way they actually want to engage with,” she said.
However, Ms Mitchell believes this is very different to the more serious approach the NHS adopts to convey public information.
“The only twists you can put on them is so they stand out,” she commented.
“When you stick the NHS logo on anything it immediately gives you authority.”
Ms Mitchell stated that the One You campaign stands somewhere in the middle, aiming to strike a balance between being light-hearted and authoritative at the same time.
She said Public Health England can be a bit more creative with this particular campaign, as the idea is for it to be motivating and supportive, so the public are encouraged to step up physical activity.
“The One You campaign includes Stoptober and our physical activity campaigns and is a creative wrap for a whole load of different messages,” Ms Mitchell remarked.
“We hadn’t really spoken to people in their 40s, 50s and 60s about the more positive things you can do in later life before, such as quitting smoking, checking yourself and managing your diet.
“Historically we had spoken to them more about cancer and strokes.”
Stoptober has been a particularly successful campaign for Public Health England. Indeed, official figures show that 500,000 people from the 2.5 million who tried to quit smoking last year were successful. This is the highest success rate it has recorded so far.
However, Ms Mitchell insisted many other public issues still remain a strong priority at the moment, including sepsis and meningitis.
Mental health was flagged up as another key issue it wants to tackle in the coming months, but Ms Mitchell acknowledged this could be difficult.
This, she stated, is because mental health “covers such a broad scope” which means it needs to be looked at carefully before the organisation “rushes into something.”
Ms Mitchell added that food education is also going to be high on the agenda in 2017, with parents offered advice on how to give their kids a healthy and nutritious diet.