Public Sector - NHS Choices gets beach bodies in shape

NHS Choices, the national website for the NHS, wanted to run a social media campaign to encourage people to sign up to its four free fitness plans.

NHS Choices: Get Ready for Summer
NHS Choices: Get Ready for Summer

Campaign Get Ready for Summer
Client NHS Choices
PR team In-house
Timescale April-June 2011
Budget Staff costs only

Objectives

  •  To encourage people to sign up to one or more of the plans via email
  •  To increase Facebook fans.

Strategy

The PR team commissioned a survey to find out what people thought about their beach bodies and whether their situation would improve by summer. The team then approached the media with these statistics. It also sourced health experts including a fitness trainer and nutritionist to host Facebook support groups, where participants could make health 'pledges', swap advice and receive peer- to-peer support. Olympic hopeful Jeanette Kwakye agreed to promote the running for fitness plan.

Measurement and evaluation

Print coverage included articles in My Weekly, Mother & Baby, Asiana, Healthy Magazine and The Observer. Online coverage included Female First and ITV.com.

Results

The campaign resulted in more than 10,000 new Facebook fans on the NHS Choices page, bringing the total to more than 40,000. NHS Choices surpassed the initial goal of 10,500 email sign-ups, with almost 38,000.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

WPP sees PR revenue recovery thwarted by strong pound

WPP sees PR revenue recovery thwarted by strong pound

Burson-Marsteller parent company WPP has reported a 4.1 per cent drop in PR and public affairs revenue despite organic growth continuing across the regions in the final quarter of 2013.

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management has defended its reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

New England launches comms hunt to attract UK tourists

New England launches comms hunt to attract UK tourists

The tourist board for the New England region in the US is on the lookout for communications support as it tries to lure more British visitors.