Campaign: Second Opinion

Cancer Research UK press and PR director Carolan Davidge has worked on campaigns including SunSmart, its skin-cancer-prevention drive.

Full marks to the Meningitis Research Foundation's PR team for its successful regional media campaign. Strong local angles combined with good timing and compelling case studies ensured excellent coverage for Race Against Time in the four regions targeted.

Regional TV can be a hard nut to crack. That five stations ran reports is testament to the campaign's creativity and delivery.

However, 'could do better' is my verdict for the national media approach.

Race Against Time was launched to address the myths surrounding meningitis and septicaemia. But the national press release lacked a really strong news hook to entice journalists to cover the key issues.

Having looked at the cuttings, I doubt the campaign would have been covered by the Daily Mirror had news of Sophie Ellis-Bextor's baby broken at a different time.

A public awareness survey of meningitis and its symptoms could have provided results with which to target the national news media more effectively.

Such a survey could have also provided the team with data by which to evaluate the success of the campaign.

But regional coverage delivered such great results that refocusing budget on a national audience may not have been cost-effective.

Creativity: 3

Delivery: 3

6/10

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