TO HEALTH THROUGH ADVERTISING

Hawera & Normanby Star, Volume XLII, Issue XLII, 3 May 1923, Page 6

TO HEALTH THROUGH ADVERTISING

WELLINGTON CITY'S EFFORTS

(By W. L. Chapman, Genei'al Manager J. Ilott, Ltd., Advertising Agents.) Wellington's leading doctors, a goodly proportion of its City JTatners, a sprinkling of prominent business men. and public-spirited wyneja recently demonstrated in a very practical way their belief in the power-of advertising. The Health "Week Campaign, conducted from November 22 to 29, 1922, was nothing more or less than an advertising campaign, having for its object the education of the general public. At tho original meeting convened by the Mayor, the Hon. Dr. Collins, M.L.C., explained that the germ of Health Week idea originated in the belief of medical men that 90 per cent, of disease prevalent to-day is preventable. The object of the campaign was, therefore, to give wide publicity to the simple rules governing our daily life, which,, if followed, must surely have a beneficial effect on the health of the community. It was not expected that immediate results of the campaign would be evident, particularly in a country like New Zealand, which is among the healthiest in the world. But it was felt that the campaign would give impetus to a movement aiming at the dissemination of modern ideas with regard to the promotion and maintenance of health so that ignorance may no longer indirectly cause a goodJy percentage of disease and suffering. Each night of the campaign Weliington's Town Hall was given over to health talks by our medical men, sandwiched) .between elocutionary and musical items, and the meetings were very well attended. In order that tho talks should have a popular appeal, the lecturers' messages were couched in the simplest language easily understood by all. Sir Joseph Ward, who has the distinction of being the first Minister for Public Health in the British iimpire, presided at one of the most important functions. The enthusiastic co-operation of the retailers was Bought and secured through various local and trade organisations in. the city. It was arranged that every shop should be supplied with ample show-cards and that a big effort would be made by the retaileF to have his window attractivejy dressed in keeping v.ith the Health Week idea during the campaign. Some excellent work was put, in amongot th© fruit retailers, all of whom made special displays of fruit and vegetables for health —making the utmost use of show-cards which were suppneu. The committee pr-eparea a series of a dozen show-cards and posters, each bearing a different slogan. The following are some of tua messages:— "fiat a piece of apple at the end of every rneai —it cieazis tua tt<ii,a. iiua. prevents decay.'s "Take aauy exercise; do it vigorously; w-aiii when you can; keep hi I" "JcSrown. bread builds strong bones and teeth—give it to the kiddies." "Girls! improve your complexion as well as your health. Eat more vege tables; they purify the biood." "Walking jogs the sluggish liver and livens the circulation, wain mmo —tram less. Keep fit." This show matter was attractively printed in two colours and bore the official symbol of the Publicity Committee. This is reproduced above. It appeared on all newspaper advertising envelope stickers, calico signs, and on all other publicity issued by the Publicity Committee. Similar slogans appeared on the screens at all picture houses during the week. The Publicity Committee was most i fortunate in being able to persuade retailers interested in goods being featured during the campaign to pay for printing of sjiow-cards and posters, so that it was not necessary to use the executive's funds for the purpose. . Supplementing the lecture work of doctors was a carefully planned newspaper campaign. ■_ All three dailies entered into the spirit of the move-1 ment, and for weeks ahead items of I health interest were publishd in the news columns from time to time, so that when the campaign commenced public interest was aroused. Further, each day of the campaign the lectures were fully reported, so that the appeal reached those who neglected to attend the Town Hall. To further emphasis© the responsibility of each and every member of the community large display advertisements were inserted. A most attractive series of advertisements was compiled and contributed by J. Ilott, Limited, and included two splendid full page designs. A number of half pages, quarter pages, and smaller spaces were inserted fey tii« Publicity Committee, space having been donated by various business people in the city. The work of the newspaper advertising was to create a favourable atmosphere for the general Health Campaign, which was so vigorously conducted by the City Corporation in its clean-up of thoroughfares; the general public,* in tho tidying up of its homes—(hundreds of tons of ©Id iron, tins, and sundry rubbish were tipped during tho week; — and the intensely interesting Jecturettes on health furnished by New Zealand's prominent medical men, architecto, town planners, etc. A special committee controlleu a vigorous clean-up of the ciifcy, and in co-^pjtation with inspectors and workmen of the Wellington City Corporation, much, work was done. Rubbish dumps which had long remained an eyesore in the city were cleaned up, I whHe in addition householders were I urged by circular to clean up their premises. The result was that almost a fortnight's \work was involved in disposing of old iron, tins and sundry rubbish, the accumulation of years. If fpr only this reason alone Wellington's Health Campaign was v striking 6uccess. i Th© whole campaign was conducted cy fa general executive, into which centred the activities of a multiplicity of sub-committees— Hie moat prominent of which was the Publicity Committee. Although hampered by restricted finances, this committee carried out a very aggressive programme by bringing -the health message to th© public in many different ways. < j j It f]s generally conceded that the , campaign was a huge success, in that \ wide publicity was given to the ne- j cessity for the inculcation of healthful habits in the ypiing, and attention was drawn in the Vest manner possible ! to the pervailing tendency in adults to ■ ignore the simple rules of health in' their daily lives. j Although much of an experiment, ■ Wellington's Health Campaign made! j good, and committees have been formed to organise for a still more successful campaign this coming year.