The NHS was under pressure to prevent unnecessary visits to A&E across winter so ITV were tasked with changing perceptions amongst the 65+ demographic on seeking early advice from local, qualified pharmacists. ITV's insight was that older, vulnerable groups are selective about who and where they seek advice from so the environment for this message needed to display a trusted, relevant and familiar tone. Up stepped the ITV Weather team to deliver contextually relevant weather-related messages via specially created TV ad breaks in ITV's local news bulletins. Find out more...