The Challenge

  • Amplify a brutal stop-smoking campaign in Birmingham filmed by Rankin through trade, local and national PR to increase the client’s ROI

  • Communicate more complex campaign information than the advertising could alone, and further engage the target audience of male C2DE smokers from the most deprived areas of Birmingham

  • Raise the profile of Dr Foster, the healthcare specialists who devised the segmentation model and creative work, and cement NHS Birmingham East and North’sreputation as a true innovator

  • Balance publicity with controversy.

The Solution

  • Devise a strategy to hit all stakeholder audiences in a timely fashion with key messages to optimise coverage

  • Non-commercial media partnerships with important local press

  • Pull together a comprehensive trade and consumer press kit including recruiting case studies and crunching health data to find the statistical gold for the media

  • Online seeding by partnering with other Red Dog client The Viral Factory of Rankin’s film to maximise the chatter around the campaign.

The Result

  • Local PR hit all leading media for target audience the week the campaign went live – Sunday Mercury, Birmingham Post, Birmingham Mail, BBC Radio West Midlands and BBC 1 Midlands Today made sure no one missed the message

  • National coverage in The Guardian and through PA raised the profile of Dr Foster and the Trust among stakeholder groups

  • Trade coverage got the message out to GP’s, pharmacists and internal audiences as well as to the creative industry through blanket coverage in the marketing press – it was so successful that pharmacies couldn’t cope with the demand!