Table 2. Summary of statistically significant (p<0.5) changes in data for different time periods.

Data Source/Measure	S1: Trend before the campaign (May 07 to Feb 09)	Predicted mean at March 2009	Change in level immediately after phase one (Feb 09 to Mar 09)	S2: Trend for period of no campaign activity after phase one (Mar 09 to Oct 09)	S3: Trend for period during phases two and three of the campaign (Nov 09 to Feb 10)	S4: Trend for period with no campaign activity after phase three (Mar 10 to Feb 11)
SA: Website hits	NS increase	66387	NS increase	Significant decline	Significant increase	NS decline
SA: Website page views	NS increase	381589	Significant increase	Significant decline	Significant increase	NS decline
SA: Information materials	NS increase	106099	Significant increase	Significant decline	Significant increase	NS decline
SA: Calls to helpline	NS decline	1538	Significant increase	NS decline	NS increase	NS decline
HES: Overall emergency admissions	Significant increase	7510	Significant increase	NS increase	NS increase	NS increase
HES: A&E admissions	Significant increase	5916	Significant increase	NS increase	NS increase	NS increase
HES: Emergency admission via GP	Significant decline	1046	NS increase	NS decline	NS decline	Significant decline
SITS England: Thrombolysis activity	Significant increase	54	NS increase	Significant increase	NS decline	Significant increase

Figures for predicted mean at March 2009 are absolute numbers – predicted values if phase 1 had not occurred.

Change in level - step change in levels for data immediately after phase one (between February 2009 and March 2009).

Trends refer to monthly changes in data.

SA: Stroke Association; HES (Hospital Episode Statistics); A&E (accident and emergency); SITS (Safe Implementation of Thrombolysis in Stroke).

NS = non-significant at p<0.05.