Will the Minister provide a full breakdown of the cost of social media, including TikTok, and traditional media advertising for Public Health Wales's handwashing campaign?
There was no specific handwashing campaign with a defined and discreet budget allocated to it, but handwashing was included in the broader Public Health Wales ‘Beat Winter Viruses’ campaign. This campaign cost £152k and is broken down as follows:
- £80k for creative development and media spend (including digital advertising, social media advertising and out of home advertising) influencer marketing, social media content creation and stakeholder activity
- £50k to cover the additional out of home advertising during the Six Nations (Feb-March)
- £22k for the campaign research and evaluation
This campaign is a key part of our overall approach to responding to respiratory viruses this winter, as set out in our Public Health Respiratory Framework 2023 to 2024 | GOV.WALES. The campaign is ongoing. Data suggests that respiratory viruses are not leading to the same level of acute pressures on our health and care system as they did last year.