Media Release: Small Steps Big Difference takes leap on-air

THE hospital radio airwaves of Edinburgh are set to be filled with the sound of health promotion adverts thanks to an innovative link-up between NHS Lothian, Radio Lollipop and Red Dot Radio.

Small Steps Big Difference, a joint healthy living campaign between NHS Lothian and City of Edinburgh Council, will be the first to feature on hospital radio stations in the capital.

Four adverts, used as part of the campaign, will be played at five hospitals across the city.

Clifford Burden, acting director of Communications, NHS Lothian, said: “I believe this to be the first time a health board in Scotland has linked-up with hospital radio in this way.

“We are constantly looking at innovative and cost effective ways to better promote our campaigns. This partnership with hospital radio will see our campaigns gaining greater exposure and, in some cases, influence exactly those people they’re intended for.”

The Small Steps Big Difference adverts feature a catchy song and four key messages helping to promote the main aspects of the campaign.

Clifford Burden continued: “This campaign aims to promote small changes to lifestyle as a way of improving overall health. You don’t need to go to the gym to be active – you just need to accumulate half an hour of brisk walking a day.

“Our campaign highlights that you can do this by taking small steps like walking to the shops instead of taking the car, or walking the children to school.

“And you don’t need to go on a diet to be healthy – simple changes like swapping herbs for salt and grabbing some fruit if you don’t have time for breakfast can make a big difference.

“These messages all feature in our adverts and hopefully they will encourage those who hear them in our hospitals and throughout Lothian to take these small steps.”

David Stirton, public relations officer, Edinburgh Hospital Broadcasting Service, Red Dot Radio, commented: “We’re delighted to be a part of this innovative partnership with NHS Lothian.

“I’m certain the positive messages heard in each advert will have an effect on our listeners and it’s great to be involved with this campaign from the start.”

Louise Trow, chair, Radio Lollipop, added: “This is a fantastic opportunity and one Radio Lollipop is delighted to be involved in.

“We’re delighted to be able to promote the Small Steps Big Difference campaign on our station and there will no doubt be other campaigns in the future which we can help NHS Lothian to promote.”


Notes to Editor:

Red Dot Radio serves the Royal Infirmary of Edinburgh, Royal Victoria, Corstorphine and Western General Hospitals. More information can be found on the website:

Radio Lollipop serves The Royal Hospital for Sick Children. More information can be found on the website:

Small Steps Big Difference campaign runs until the end of 2011 and more information can be found here:

MEDIA RELEASE posted by Lothian NHS. You too can post media releases (aka press releases) on allmediascotland. For more information, email here.

Contact: David Ridd
Phone: 0131 465 5648