Healthcare: PosturePlast puts its back into launch

PosturePlast called in Cream Communications to secure media coverage and improve consumer understanding about the link between poor posture and back pain, while publicising a product launch.

Postureplast wanted to spread word of their product launch
Postureplast wanted to spread word of their product launch

Campaign: The Posture Challenge
Client: PosturePlast
PR team: Cream Communications
Timescale: October 2011-March 2012
Budget: £10,000



  •  To launch back pain product PosturePlast
  • To establish PosturePlast inventor Adam Dallison as an expert in his field
  • To raise awareness of the importance of good posture to combat back pain.

Strategy and plan

The PR team set up three back pain clinics for journalists at the IPC and Hearst publishing houses, offering one-to-one consultations from osteopath and PosturePlast inventor Dallison. Timing was co-ordinated with Back Care Week, to capitalise on other headlines being generated in the news. Dallison gave a series of regional radio interviews offering advice on back pain, while Facebook and Twitter were also used to spread the word.

Measurement and evaluation

The campaign generated 22 print media articles and more than 20 online articles. The Daily Mail, Daily Express, The Sun, OK and Vogue all featured PosturePlast. The firm has 500 followers on its Facebook page.


In the second month of the campaign, the PosturePlast site saw triple-digit growth in sales, before settling to double-digit growth during subsequent months.

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