ROCKVILLE, MD: Dr. Mehmet Oz is driving the PR element of a PSA campaign from the Agency for Healthcare Research and Quality (AHRQ), in partnership with the Ad Council, that aims to get more men to take preventative medical tests.
“We used the idea of men not being there for their family—we wanted to tug on their heart strings a little bit,” said Al Lazar, director of AHRQ's office of communication and knowledge transfer, of the PSAs.
The campaign is being supported with an integrated PR effort, starting with an exclusive in today's Wall Street Journal featuring an interview with Dr. Oz. The TV personality is also promoting the campaign on his series website The Dr. Oz Show, as well as his social media channels on Facebook and Twitter.
“He has hundreds of thousands of followers, so we're pretty excited about that,” said Ellyn Fisher, VP of PR and social media for the Ad Council. “We hope to initiate a dialogue about the importance of this message.”
In addition, the Ad Council is promoting the campaign on its Facebook page.
AHRQ and the Ad Council are also conducting outreach to national and local media. To help launch the campaign to media, AHRQ released new data which shows men are about 30% more likely than women to be hospitalized for preventable conditions, such as congestive hear failure and complications due to diabetes.
The effort also includes a radio tour with AHRQ's Dr. Francis Chesley on June 24 and outreach to digital channels including social media and bloggers, which is being executed by Home Front Communications in Washington, DC. Grey created the advertising for the effort pro bono.
The PSAs—which include TV, print, outdoor ad and Web ads—direct people to the campaign website. Once there, visitors can send an e-card to the men they love that encourages them to visit the site and make an appointment with their doctor.