PRESS CASE STUDY DEPT HEALTH

Client: The Department of Health

Brief:   To be the creative influence in the press office leading on consumer media relations for promoting the care and support green paper and develop creative ideas for raising awareness of the Big Care Debate. To create a consumer, regional and specialist media pr strategy and plan for the Big Care Debate. To devise a portfolio of tactics to deliver wider brand awareness of the Big Care Debate.

Result: Achieving audience reach in the millions through consumer media and stakeholder channels: The AA, Benenden Healthcare, Which? Take a Break, Good Housekeeping, The Economist, Saga, Moneysavingexpert.com, all personal finance onlines, Choice, Woman’s Weekly, Reader’s Digest, Candis online among others.

Other, unquantifiable achievements include:

• a partnership for a media stunt with Pineapple Dance Studios to reach younger audiences via Youtube and viral.

• a proposal for a partnership with the charity Arthur+Martha, on an art project designed to engage with older people, disabled people, and people with long term illnesses to generate positive publicity.

• successful management of stakeholder relations with regard to the art project, securing support from The Arts Council England, the Disability Alliance and combating criticism from the Learning Disability Coalition.

• a partnership with the Tate Britain for the Late at Tate to show the Elephant Man - ABC1 audiences in the hundreds of thousands and providing a direct platform for engagement.

• devising questions for and commissioning consumer, BME and regional friendly PR research.