NHS Leeds Clinical Commissioning Group (CCG) is working with Umpf on an innovative health awareness campaign that combines weather-activated digital messages with live, artist-painted posters.
The month-long out-of-home initiative, which launches this week, will see five alternative health awareness messages broadcast on 38 digital screens in Leeds city centre.
Each day an awareness message will play depending on that morning’s forecast: high UV will trigger a sunscreen and cover-up message; high pollen will trigger allergy medication advice; and there will be regular reminders for people to keep hydrated. Two further ads will remind the public about having their asthma medication with them at all times and using it when appropriate to do so.
The digital campaign is being supported by a marketing first for the NHS – billboard posters will be painted live each day for one week at a prominent commuter intersection in Leeds, close to the universities.
Leeds-based artist Emma Hardaker has been commissioned to live paint health notifications on a 96-sheet billboard, based on that day’s UV, pollen and temperature forecasts.
Dr Bryan Power, a local GP and Clinical Lead for Long-Term Conditions at NHS Leeds CCG, said: “We are creating ‘prevention-not-cure’ awareness messages as close to live as is feasible in an out-of-home advertising environment.
