Campaigns: Healthcare - BCA uses fashion to highlight 'bag' pain

Campaign: Man Bag Campaign
Client: British Chiropractic Association
PR team: Publicasity
Timescale: February-March 2011
Budget: £5,000

Each quarter, Publicasity creates awareness campaigns linked to the news agenda for its client, the British Chiropractic Association (BCA). Last quarter, it chose London Fashion Week (LFW) as a hook.

OBJECTIVES

- To generate online and nattional media coverage before and during LFW

- To raise awareness of the BCA and its tips to prevent back pain.

STRATEGY AND PLAN

In order to create brand cut-through during LFW, Publicasity focused on a male audience. It created a campaign that said the popular man bag (over the shoulder satchel) could be one of the reasons for increased cases of back pain. A key message was that the men on average carry the equivalent of 12 bags of sugar. The agency supported the claim with factual research from the BCA. The story was split into different angles for specific media sections - news story, feature and comment pieces.

MEASUREMENT AND EVALUATION

The campaign achieved 63 pieces of coverage. Highlights include the front page of The Daily Telegraph, two features in the Daily Mail and the lead story on Sky News' newspaper review.

It also received interest in Australia and South Africa.

RESULTS

Traffic to the BCA's website increased by 22 per cent.

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