Campaign: What is Overeaters Anonymous?
Client: Overeaters Anonymous GB
PR team: Project PR
Timescale: August 2010-February 2011
Overeaters Anonymous wanted to raise its profile in the UK. It invited Project PR to help with this.
- To highlight the plight of anonymous overeaters in the UK
- To increase awareness that compulsive eating is as common as anorexia and bulimia.
Strategy and plan
The project could not execute traditional methods such as social media or image-led spreads in print media, because anonymity had to be guarded. Instead it used anonymous radio interviews where members shared their stories.
Exclusive first-time access to a meeting was also given to the Mail on Sunday and Cosmopolitan.
Measurement and evaluation
Seventeen radio interviews were secured including on Talk Sport and BBC Radio 5 Live. Thirty pieces of print and online coverage were generated in publications such as Bella, The Sun, and Marie Claire.
In the seven months since the Mail on Sunday article, hits on the Overeaters Anonymous website have increased by 15 per cent, with 30,468 unique visitors during the campaign. The number of people requesting literature has also gone up.