Campaigns: Healthcare - Astellas taps into bladder awareness

Campaign: A Matter of Urgency
Client: Astellas Pharma
PR team: Red Door Communications
Timescale: March-July 2010
Budget: £75,000

Astellas Pharma asked Red Door Communications to promote its national campaign A Matter of Urgency, to raise awareness of Overactive Bladder (OAB). The campaign was fronted by Dr Christian Jessen and Dr Dawn Harper.

Objectives

- To raise awareness of OAB and encourage people to talk about bladder problems

- To make sure people are aware that anyone suffering from symptoms should speak to their GP

- To drive traffic to amatterofurgency.co.uk.

Strategy and plan

The agency developed a garden at Hampton Court Flower Show with a giant pink tap suspended in the air. The tap was created to get the public talking about OAB. Members of the public were encouraged to visit the campaign microsite through information leaflets, traditional media and social media.

Measurement and evaluation

The agency secured 28 pieces of media coverage, and its Twitter and Facebook posts reached 24,000 people. The microsite measured the campaign's success through unique site visitors and downloads.

Results

Over 40,000 information leaflets were distributed at the 2010 Hampton Court Flower Show. More than 642 unique users visited the microsite in July.

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