First UK hospital poster sites launch

New media owner Lighthouse Advertising has announced the launch of the UK’s first ever hospital poster advertising platform, aimed at targeting over 13.3 million consumers a year.

The company, which offers advertising space in the form of six sheet posters, has acquired the exclusive rights to promote poster campaigns on NHS premises in the UK.

Lighthouse currently has sites within 42 UK-wide hospitals (equating to around 15-20% of NHS Trusts) and hopes to add more hospitals to its portfolio over the coming months.

Panels are positioned to target day patients, visitors and staff and are not in wards or in treatment rooms. In addition to this, Lighthouse ensures all brands are carefully vetted: no alcohol, baby milk formula (0-6 months), tobacco or funeral directors are permitted to advertise.

Dr Waq Saigol, managing director at Lighthouse, said: “As a business Lighthouse is dedicated to expanding the opportunity for brands within hospitals but we are also acutely aware of the need to act responsibly.

“The brands permitted to display their messages on these sites are chosen with great care and aim to educate consumers looking for health solutions. Brands with messages that may be deemed as inappropriate or could create ad avoidance have been turned down and educational tools are being promoted as an integral element to the Lighthouse packages.”

The network’s launch partner, British Heart Foundation, began its in-hospital campaign on the January 19. Its current creative (also used in TV, online, print and radio) has been placed on 78 hospital panels across the UK.

The campaign was planned by Suneil Saraf, media manager at media agency PHD and Adam Jinks, account manager at out-of-home specialist Posterscope.