A new YouGov survey conducted by Pulse* has revealed overwhelming public support for hospitals being used as spaces for community messaging. When asked if it’s a good or bad idea for councils, the police, and similar public bodies to display advertising in hospitals to promote messages around public health, safety, or community wellbeing, 85% of respondents thought it was a good idea.
The survey found that public support is strong across a range of campaigns. 90% of respondents backed campaigns around public safety, such as community support services, while 94% supported campaigns relating to public health services and support, including mental health initiatives. 82% said they support information and support around fostering, and 88% supported anti-knife crime or drug awareness campaigns. Domestic violence awareness and support services received 93% support, and useful messaging for carers or elderly residents was one of the most widely supported, with 94% in favour.
When asked what they think the main benefits would be, respondents highlighted why hospitals are seen as ideal settings for important messaging, calling them an “excellent location for providing information” with a “captive audience due to long wait times”. Many noted that visitors and patients are sitting around while being “free to think”, and one respondent said that “hospitals are a place people spend a lot of time waiting with little else to look at, advertising here would likely be more successful at imparting positive messages about community, health and wellbeing to the people visiting hospitals”.
One participant summed it up: “Collective awareness in a place of safety gets people’s attention. It’s a great way to reach people in a positive way.” Others highlighted the benefit of reaching a wide demographic and “broader viewing across all ages/groups of people”, noting that this environment means that “messages would get to all corners of society given that the NHS is used by all”.
These findings highlight how hospitals are viewed not just as places of care, but also as trusted community spaces where important, life-changing information can reach people in a meaningful way.
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