Campaign: Saving Our 'Screenagers'
Client: Capio Nightingale Hospital
PR team: The Communication Group
Timescale: March-May 2010
Budget: £7,000
Capio Nightingale Hospital is one of the UK's leading mental health treatment providers.
With research showing that 63 per cent of 11- to 18-year-olds feel addicted to the web, the hospital launched the UK's first Youth Technology Addiction Service.
Objective
- To launch and promote the Youth Technology Addiction Service through an intensive media relations campaign.
Strategy and plan
The Communication Group used the launch of the service to spearhead an issues-led media campaign focusing on youth technology addiction and stimulating debate around the broader issue of technology addiction. The service's lead consultant, Dr Richard Graham, was used as an authoritative spokesman. Due to the clinic's London location, the agency decided to launch the campaign with the London Evening Standard, securing a front-page lead.
Measurement and evaluation
The campaign generated 97 pieces of coverage both in the UK and globally, including CNN, BBC News, The Sunday Times Magazine, The Daily Telegraph, Daily Mail, The Times, Daily Mirror, GMTV and This Morning.
Results
Interest in the service has been significant, although for patent confidentiality reasons exact figures are not available. The campaign helped to establish dialogue with key influencers.
