SCP director of external relations Nita Parmar said: ‘We have been working to push the message to consumers for some time but we’ve never conducted a concentrated effort in this way before.’
The campaign will follow two programmes.
The first will highlight the impact on lifestyles of neglecting one’s feet, which includes serious back problems, and a range of foot illnesses through the use of media case studies. The second will focus on women and the damage high-heeled shoes can cause to feet.
The SCP will be recommending a range of tips and exercises to combat these problems.
It has drafted in Spink Consumer Relations to run the programme, after having worked with the agency on providing expert comment on the Johnson & Johnson athlete’s foot product Daktarin account during Foot Health Month in 2002 and 2003.