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Public Health Wales: Discovery exploring effective health messaging

Public Health Wales commissioned us to run a discovery exploring ways social media can be most effectively used to communicate vital health messaging.

Throughout the Covid-19 pandemic the number of people following the organisation on social media significantly increased.

We explored ways different social media channels can be used most effectively to meet the needs of the users, whether or not the organisation is reaching the target audience, and how the channels can be used to support the wider objectives of the organisation.

The work involved reviewing social channels, conducting qualitative and quantitative research into user behaviour, running stakeholder workshops and co-creating a set of personas to inform future strategy.

Public Health Wales will be using the research to inform its communication strategy for the coming year.

Danny Donovan, digital communications manager, commented:

“It’s extremely important for us to be able to communicate vital public health messages to our audiences on social media. The research conducted by Mace & Menter will support our understanding of who our key audiences are, what they need, gain insight into how effectively we are reaching that audience, and help us to use each channel to deliver real value.”

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