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.

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