Health Education Board for Scotland (HEBS): How advertising helped begin a change in a nation's health

Set againgst the backdrop of Scotland having a poor health record, especially with the 'big 3' (Cancers, heart disease and strokes). The 'Lifesaver' TV campaign showed the national scale of the problem as well as appealing on a personal level - 'you can save a live - your own!' Results: increased awareness, understanding the message which led to behavioural change. C2DEs were targeted and responded most