Public Sector: Campaign breakdown - Healthy Schools

Agency: ICE Marketing & Communications
Client: Healthy Schools
Timescale: April 2007-ongoing
Budget: Undisclosed

The lowdown

ICE Marketing & Communications is helping to raise the profile of Healthy Schools, a national programme supported by the Department of Health and the Department for Children, Schools and Families. The agency set out to encourage school engagement in children's health, and to ensure the role of schools was understood by education and healthcare professionals working with children and young people.

Who is being targeted?

Internal audiences such as central government communication departments, and 152 local Healthy Schools programmes in local authorities and primary care trusts. Also, schools and other local stakeholders, such as healthcare professionals and children's trusts.

Key strategy and tactics

ICE's PR team concentrated primarily on media relations, including placing 'championing' editorials from senior opinion leaders in national and trade titles. School case studies were also placed in nationals and trade educational titles.

What else has ICE done?

ICE arranged a series of television features including a placement on BBC's Ready Steady Cook. It also provided local PR support, including resources and regional briefing sessions, to help Healthy Schools teams maximise campaign momentum.

What happens next?

ICE's PR team has been re-awarded the contract for a third year - at four times its initial value. The campaign will now reposition the programme as it celebrates ten years of success and moves into a new phase from September 2009. The team will provide national PR and support for local programmes through a press office.

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