Campaign: State of the Nation
Client: Diabetes UK
PR team: In-house
Timescale: February-May 2012
- To create public demand and a political climate conducive to policy change.
Strategy and Plan
Diabetes UK's State of the Nation report was sent to MPs and the Minister of State for Care Services, Paul Burstow. It highlighted care standards using stats and profiles of people affected. The report was sent to all national health correspondents.
Press releases were tailored to different regions with relevant stats and localised case studies. Campaigners met their MPs at a lobbying event organised at Westminster. Photographs of the meetings were sent to appropriate regional newspapers.
Measurement and Campaign
On the report's launch, ITV interviewed the Diabetes UK spokesperson and the campaign was covered in The Daily Telegraph and The Guardian. Regional profiles received 22 pieces of coverage in local newspapers.
Twelve MPs wrote to Burstow and he publicly committed to taking action on the issue. A further 46 MPs backed a motion calling for a national diabetes plan to be implemented.