Department Of Health Case Study
Challenge:
For most people, influenza is just an unpleasant illness, but for more vulnerable groups such as older people or those with serious conditions such as bronchitis, it can be extremely serious and even result in death. The ‘flu season’ usually occurs within the space of a few weeks, so that large numbers of people become ill at the same time and great pressure is placed on the NHS.
The key objectives set down by the Department of Health were to encourage people aged 65 and over and in medical ‘at risk’ groups to have their free flu immunisation and to increase the number from 68% to nearer the long-term target of 70% which was set three years previously. Other target groups were communities with traditionally low take-up of the jab, particularly people living in London and the Asian community. K+R was required to support the integrated campaign with a proactive PR strategy to achieve these objectives.
Strategy:
A key component of the approach was to address apathy by exploding the myths associated with having the flu jab and embedding a call to action in all PR activity. The approach was taken to support the network of NHS regional flu immunisation co-ordinators carrying out local activity. The strategy also centred on increasing the publicity material available at points where ethnic communities go to seek advice and by developing customised distribution channels allowing us to reach them by passing information through key influencer groups. K+R also devised specific activities to reach Londoners and reached out to NGOs and age related organisations to secure their support and create a cascade effect in disseminating messages to our target audiences.
Tactics:
Regional flu coordinators were supplied with an information pack supplying all the facts and figures to form the background of their own media relations activity as well as the provision of hands-on support where required.
A media relations programme targeted national and regional newspapers, broadcast and consumer titles. A powerful strand to the campaign was added when the major television soaps were targeted as a valuable way of getting the benefits of the campaign across to the large audiences they attract. Activity was also focused on London media, with particular emphasis on the Evening Standard.
Links were developed with key NGOs and age related organisations to secure case studies, quotes and endorsements and to get the campaign promoted through their magazines and websites. They were also encouraged to assist in promoting the campaign in their own media relations.
It had previously proved very difficult to secure coverage in Asian publications. To increase the chances of achieving coverage in these magazines, a photo opportunity was set up at the Victoria Apollo Theatre on the set of the West End show, Bombay Dreams, with the cast and Asian community leaders. In addition, leading organisations were recruited to support the campaign through direct mail activity to the Asian community.
As well as Bombay Dreams, the campaign was backed by other celebrities. Cricketing legend, Dickie Bird, supported regional media work in Yorkshire and medical broadcaster, Dr David Bull featured in a syndicated radio feature.
Results:
Eastenders, Coronation Street and The Archers incorporated the campaign as part of their storylines and Emmerdale included the campaign poster as part of the set. Extensive media coverage was secured across national, consumer and regional media securing a total number of 1674 press cuttings and 24 radio interviews reaching a target audience of over 200 million people. This included 3 features running in the Evening Standard and coverage in 8 out of the top 10 Asian titles.
Direct mail activity through key influencer groups reached 800 Hindu temples, 2,500 Muslim mosques and 200 Sikh Gurdwaras.
K+R arranged for the campaign to be supported in the media relations activities of Age Concern, Help the Aged and the National Asthma Campaign and it was promoted by a number of organisations in their magazines, newsletters or websites including Heart UK, Diabetes UK and the Princess Royal Trust for Carers.
The overall result was that an additional 350,000 older people were immunised against flu in 2002, increasing to 69% of take-up from 68% in 2001. More than half of Primary Care Trusts achieved the ultimate target of 70%.
“The Department of Health welcomed K+R’s contribution to the whole flu immunization campaign for 2002. Their efforts were instrumental in reaching key audiences and achieving immunization take-up”
Fiona Samson
Department of Health
