Campaigns: Healthcare - Lung-busting effort proves successful

Campaign: World Spirometry Day
Client: European Respiratory Society
PR team: Munro & Forster
Timescale: September-October 2010
Budget: £30,000

The European Respiratory Society wanted to use the inaugural World Spirometry Day to publicise the need for regular lung health tests using a spirometer.

Objectives

- To drive attendance to public lung testing events across Europe

- To encourage more people to have the tests

- To raise awareness of spirometry as the most effective method of measuring lung health.

Strategy and plan

The PR team put together media toolkits in 26 European languages, complete with press releases, local radio notices and a ready-to-use calendar of Tweets. The toolkits were distributed to more than 300 event organisers in 32 European countries. The agency crunched numbers to lead World Spirometry Day news with the fact that 88 Britons (550 Europeans) die each day of a preventable lung disease. The PR team took over the Year of the Lung Twitter feed throughout October and encouraged attendees and organisers to share photos of their 14 October testing events via Flickr.

Measurement and evaluation

More than 200 pieces of coverage across Europe were generated, including a live spirometry testing on This Morning. Twitter followers of the account rose by one third.

Results

There were more than 93,600 spirometry tests on World Spirometry Day.

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