Awareness campaign close-up: National Nits Day targets adults

Organisation Tree of Life/Chinese Whispers Campaign National Nits Day PR team Chocolate Communications alongside Tree of Life in-house marketing department Date 1 September Budget £8,000 plus costs

A PR campaign targeting health professionals and women aged 25 to 55 has kicked off to boost awareness of Britain’s first National Nits Day.

The campaign is promoting a natural head lice prevention and removal product called Chinese Whispers.

National Nits Day is on 1 September, a date chosen because the main sales period for such products is back-to-school time.

Tree of Life, the UK distributor for Chinese Whispers, is working alongside PR agency Chocolate Communications on a four-month PR campaign.

Chinese Whispers is available to those who request it from their GP via prescription. It is also available via independent health food shops. Teachers, classroom assistants, childcare professionals, health centres and school nurses are also being targeted.

The PR campaign has attempted to gain coverage in the feature pages of the trade press in advance of 1 September in a bid to encourage shops to position the product prominently on the shelves. Titles such as Nursing Today and Professional Nurse have also been targeted to reinforce an ‘available from your GP on request’ message via National Nits Day surgery posters.

For further information call Chocolate Communications senior account manager Sarah Mines on 020 8322 1922.

Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk

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