Client: Johnson and Johnson MSD Consumer Pharmaceuticals
Campaign: Daktarin/Society of Chiropodists and Podiatrists Health Week
Free Foot Checks
PR Team: Jo Spink PR/SCPOD press office
Timescale: April - June 2000
Budget: pounds 2,000
The average person walks the equivalent of more than four times around
the world in a lifetime - but very few people get their feet checked on
a regular basis. Many assume they must put up with discomfort and
The most common affliction is athlete’s foot, with ten to 15 per cent of
the population suffering from the condition at any one time. Compliance
with treatments, however, is poor, as people tend to stop using products
as soon as their symptoms disappear instead of finishing a prescribed
course of treatment.
To consolidate awareness of, and support for Daktarin athlete’s foot
products among foot health professionals and the public, and to
establish a proactive working relationship with the Society of
Chiropodists and Podiatrists (SCPOD) - the UK’s leading professional
foot health body.
Strategy and Plan
Jo Spink PR had established a relationship with SCPOD following the 1999
Foot Health Week free foot health checks held at two Medicentre clinics
at London railway stations.
The plan for 2000 was more ambitious - to set up free foot health checks
at independent chiropodists’ practices throughout the UK. SCPOD was keen
to be involved with the initiative as an opportunity to involve all
Jo Spink PR designed an open invitation that was inserted free in the
SCPOD publication Podiatry Now. Jo Spink PR also made contact with the
principals of the 13 UK schools of podiatry.
Response from practitioners was instant, and all but overwhelming. More
than 250 practices contacted Jo Spink PR and practice details of 180
participating clinics were laced on a specially designated area within
the SCOPD web site at no cost to the client.
’Top Ten Tips for Fitter Feet’ posters were designed for distribution to
all Institute of Leisure Managers members and inserted in the July issue
of Podiatry Now.
Details of free foot checks and web site information were announced to
national and regional press, and a pack containing specially designed
signage, foot towels, leaflets, feedback forms and Daktarin products was
compiled and sent to participating practices prior to the start of Foot
Measurement and Evaluation
Coverage of the checks was achieved in ten national and regional papers
including the Daily Telegraph and Metro, and also ten consumer
magazines, including Top Sante, Zest and Men’s Heath and Fitness.
More than 830 product samples were distributed to over 180 practices
from Guernsey to County Down in Ireland. There were more than 2,300
visits to dedicated Free Foot Checks SCPOD web page and over 6,000
requests for further information through a dedicated PO Box during Foot
The number of people attending clinics for free checks has yet to be
confirmed although early figures show at least 1,500 people received the
free checks during Foot Health Week. Both the SCOPD and Johnson and
Johnson praised the campaign, saying each has benefited ’greatly’.
Chiropodists who participated gained patients and members of the public
should now be more aware of the treatments and therapy available for
foot health problems, said Nita Palmer from Society of Chiropodists and
Although no actual formal measurement and evaluation has been conducted,
the tie-in of the Daktarin brand with the free foot checks will
hopefully increase future sales of the product.
The relationship between the SCPOD and Daktarin has strengthened, and
there has been an increase in the understanding of the role of
chiropodists in the community.