Campaigns: Healthcare - Boots shouts about hearing care offer

Client: Boots Hearingcare
Campaign: Put Your Hearing to the Test
PR team: Pegasus PR
Timescale: October 2009-March 2010
Budget: £25,000

Boots asked Pegasus PR to publicise its offer of hearing care and free hearing assessments in stores nationwide.

Objectives

- To educate consumers about hearing loss and the need for regular hearing assessments once you reach the age of 50

- To communicate to the public that Boots stores now offer hearing care.

Strategy and plan

Pegasus secured the involvement of media medic Dr Chris Steele and charity Hearing Concern LINK to add credibility and increase media interest.

The agency set up a roadshow to visit five locations around the UK. Local case studies and interviews with hearing aid audiologists were offered to the media.

Pegasus developed a hearing loss forecast story that said a third of UK adults would have hearing difficulties by 2025. It also produced an informative video with Steele to give advice about hearing loss.

Measurement and evaluation

Over 42 pieces of media coverage were secured. The video was featured in the health videos sections of the Daily Express, Daily Star and OK!, and on sites including Yahoo Video, YouTube and Daily Motion.

Results

The video has been viewed 128,831 times to date. Ninety per cent of media coverage mentioned free hearing checks at Boots.