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NHS Wales

Ready to Talk

Reducing barriers to men aged 40–60 accessing mental-health services.

Health36–4546–5556–65Scanned 2026-07-08AI confidence 64%concept-deck.pdf

Channel performance

Forecast fit and practical recommendations for each channel this campaign is planned on. Recommendations are specific to how the audience typically consumes the channel.

Channel

Radio

Audio-only means every idea must be verbal. Repetition and clarity outperform cleverness.

Channel fit
64
Adequate fit
Attention58
Comprehension72
Likelihood to act46

Practical recommendations

4 recommendations

  • Repeat the key rule at least twice.

    critical
    Why
    Listeners are often part-attending; repetition drives recall.
    Audience need
    Commuters and multi-tasking listeners

  • Avoid relying on visual product identification.

    critical
    Why
    Anything shown in TV or OOH must be described in words on radio.
    Audience need
    Audio-only audiences

  • Use plain language.

    recommended
    Why
    Complex phrasing is missed at first listen and rarely re-heard.
    Audience need
    Broad general audiences

  • Include a memorable verbal call to action.

    critical
    Why
    Verbal CTAs are the only route to action from an audio placement.
    Audience need
    Listeners who cannot click
Channel

Out-of-home

High reach, extremely short dwell-time. Success depends on a single, instantly legible message.

Channel fit
74
Adequate fit
Attention74
Comprehension55
Likelihood to act46

Practical recommendations

6 recommendations

  • Reduce the campaign to one message.

    critical
    Why
    Drivers and pedestrians typically read OOH in under three seconds; competing messages are lost.
    Audience need
    Time-poor commuters and passers-by

  • Keep the headline below approximately seven words.

    critical
    Why
    Shorter headlines materially increase recall on roadside and rail formats.
    Audience need
    General public with divided attention

  • Increase contrast between hero and background.

    recommended
    Why
    Improves legibility from distance and in poor light.
    Audience need
    Older audiences and low-vision viewers

  • Remove supporting policy detail.

    recommended
    Why
    Detail belongs on the landing page, not the poster.
    Audience need
    Low-engagement audiences

  • Use a short memorable URL or QR code.

    recommended
    Why
    Provides a low-friction bridge to detailed information.
    Audience need
    Interested passers-by who need more depth

  • Ensure the campaign can be understood in three seconds.

    critical
    Why
    Matches average OOH exposure across formats.
    Audience need
    General public
Channel

Social static

In-feed static competes with high-frequency content. One clear message beats a busy composition.

Channel fit
68
Adequate fit
Attention55
Comprehension66
Likelihood to act48

Practical recommendations

4 recommendations

  • Prioritise one statistic or message.

    critical
    Why
    Single-focus creative outperforms multi-message stacks in feed.
    Audience need
    Scrolling audiences

  • Use a direct headline.

    critical
    Why
    Ambiguous headlines are skipped rather than decoded.
    Audience need
    Low-attention viewers

  • Avoid excessive body copy.

    recommended
    Why
    Dense copy reads as promotional and reduces engagement.
    Audience need
    General social audiences

  • Make the call to action visible without opening the caption.

    recommended
    Why
    Captions are truncated by default on most platforms.
    Audience need
    Non-clicking viewers