Health-related brands looking to communicate with patients, staff and visitors can now exploit what is reportedly the UK’s first ever hospital poster advertising platform. New media owner Lighthouse Advertising has acquired exclusive rights to promote poster campaigns on UK NHS premises.
Lighthouse currently has poster sites within 45 UK hospitals, and hopes to add many more. The company says it will re-invest a percentage of the revenue secured into the NHS. Headed by former hospital physician, Dr. Waq Saigol, a Cambridge medical graduate who has worked in healthcare facilities in cities including Bristol, Edinburgh and Sydney, Lighthouse has pledged to act responsibly within the hospital environment. Posters will be positioned to attract day patient, visitor and staff attention, and not located in wards or treatment rooms. All brands seeking space will be carefully vetted; no alcohol, 0-6 months baby milk formula, or tobacco products, political parties, or funeral directors, will be permitted to advertise. Each NHS Trust will also retain final approval of the advertising displayed. Launch partner British Heart Foundation began its campaign on 19 January. Its current “creative” (also used on TV and radio, online, and in print) has so far been placed on 78 hospital panels.
