CAMPAIGNS: Campaign for healthy feet measures up - Consumer Health

Client: Johnson & Johnson MSD Consumer Pharmaceuticals PR Team: Spink Consumer Relations Campaign: Best Foot Forward Timescale: January-August 2003 Budget: Undisclosed

Affecting as much as 15 per cent of the population at any one time, athlete's foot is a common problem associated with dry, itchy or flaky feet. But many sufferers don't recognise the symptoms of athlete's foot and don't treat it.

To educate the public, specifically women, about foot health and to promote Daktarin, a range of athlete foot treatments, Spink Consumer Relations had to overcome the 'unsexiness' of the subject.

Objectives

To highlight the symptoms of athlete's foot and Daktarin as an effective treatment and drive consumers to the website. To build on Daktarin's association with the Society of Chiropodists and Podiatrists (SCPOD).

Strategy and Plan

The Best Foot Forward campaign targeted women by conveying the message of healthy feet for summer shoes. The PR team focused on key female titles such as Woman, Woman's Own, Now and Chat.

The campaign's launch was a media morning in February at London's Berkeley Hotel. Twelve health and beauty journalists attended the event to have a reflexology session, while hearing about the importance of foot health from leading chiropody experts.

To emphasise the benefits of getting feet in shape for summer's strappy shoes, a pair of handmade Jimmy Choo designer sandals was offered in a prize draw.

May, chosen as Foot Health Awareness month, was the peak of the campaign.

Best Foot Forward piggy-backed on a previous relationship between Daktarin and SCPOD by collaborating on a nationwide campaign offering free Daktarin foot checks. As an incentive for foot-health professionals to participate, co-operating chiropodists and podiatrists received free local and national media coverage and a pack of Daktarin branded goodies, including leaflets, towels, and Daktarin samples.

Spink also negotiated with SCPOD to promote the free foot checks on the society's website.

Measurement and Evaluation

Media reach to date totals 46 million, with the majority

in women's weeklies and monthlies. Stories promoting foot healthcare and Daktarin as an effective treatment for athlete's foot appeared twice in Spirit and Woman. Coverage was also obtained in Good Housekeeping, the Daily Mail, Here's Health, Woman's Own, Chat, Now and Essentials.

Results

During the awareness campaign, the Daktarin website registered 950,000 hits, and the coverage mentioned the association with SCPOD.

Now reporter Rachel Sharp said: 'Foot infections aren't the sexiest thing to write about, but women these days do a lot of sport, so it's something good to know about.'

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