CAMPAIGNS: Product Launch - Calendar of Essex girls is boost for AR

Client: Action Research

Client: Action Research

PRTeam: In-house

Campaign: Real Essex girls calendar

Timescale: November - December 2000

Budget: pounds 500

Leading medical charity Action Research relies on its network of fundraising committees around the UK. One such committee - based in Dunmow, Essex - produced a'Real Essex Girls' calendar to raise money and profile locally.


To raise money for the charity, and its profile, and to attract users to the website.

Strategy and Plan

The calendar featured Essex girls in various poses and on different themes. A building site, Frinton beach and the back seat of a Ford Escort featured. The committee managed to borrow outfits and gain the use of venues for the pictures, whilst the photography and printing was obtained at cost.

Action Research's communications department ensured that the calendar was available online from Advance copies of the calendar were sent to key Essex newspapers and radio stations. Advance copies were also sent to breakfast presenters of London radio stations, including Heart 106.2.

Once the calendars had been dispatched the national press was targeted.

Measurement and Evaluation

Coverage included full pages featuring a number of shots from the calendar in The Mirror, Daily Express and the Daily Mail. The story also ran on PA wires enuring plenty of coverage outside Essex. Dunmow committee member Penny Cherry did radio interviews including BBC Five Live, Essex FM, LBC, BFBS, Spirit FM, BBC Radio Essex, Metro FM and BBC Radio Northants. The girls featured in the calendar were filmed for Anglia TV.

Online coverage came on and Both sites carried visuals from the calendar.

The charity has so far grossed pounds 10,000-pounds 12,000 in sales. Website traffic received a record number of hits during November and December.


The campaign has attracted interest from overseas, including calendar orders from the US.

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