A look at NHS England’s national campaign to control the spread of COVID-19.
电视广告是触及大众受众的重要媒介，各品牌不断将营销预算投入这一渠道。
电视广告在英国政府应对 COVID-19 大流行的公众宣传战略中也发挥了重要作用。今年 3 月，英国国家医疗服务系统（NHS）发起了一场全国性的电视宣传活动，旨在教育公众个人必须采取哪些措施来帮助控制病毒的传播。
但是，如何有效利用电视广告来影响大众社会行为的改变呢？
Our Nielsen TV Content Evaluation study found several key factors that influenced the effectiveness of the campaign, including: memorable and credible content, aligned audio and visual cues, but most importantly, the use of a credible health expert, Chief Medical Officer, Prof. Chris Witty, was the biggest factor in driving audience engagement.
