Delivering awareness to a Primary Care Trustfiled in: healthcare
written by Nick on June 29th, 2009 |
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In early 2008, Central government devised a project to increase public awareness of reduced referral times for patients between GP’s and Specialist care.
5 Primary Care Trusts (PCT) were selected to undertake a pilot scheme to establish feasibility and success rates before rolling out a national campaign. Each were asked to promote the core ’18 week referral time’ message in their own way but working within strict NHS corporate guidelines and set budgets.
Purple Frog was invited, by the NHS Buckinghamshire PCT, to guide them through the complex processes of defining a campaign plan, managing media spend and creating the right messages.
The resulting campaign that launched in June 2008 was unique in Primary Care Trust history. For the first time, cinema commercials, billboards and 48 sheet posters were used to support other awareness activity in GP surgeries and hospitals. One cinema carried 4 commercials per day for 7 days across 12 screens.
Results
Ultimately the campaign exceeded client expectations, gained considerable public campaign and message recall and was completed within timescales and budget.
All in all a great demonstration of what can be achieved with limited budgets when both client and agency work as an effective partnership.
Purple Frog are proud to have created change in the way that people think about their own Primary Care Trust.
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