Is that joints as in elbows and knees, and so on? Yes.
The consumer awareness campaign is called ‘Jump 4 Joints!’ and aims to tell people how to look after them in order to enjoy mobility later in life. Health Perception – the health products company founded in 1989 by Olympic gold swimming medallist David Wilkie – is behind the initiative.
Who’s handling PR?
Oxfordshire-based 20-20 PR, which specialises in consumer healthcare, kicked off the initiative last week, and will provide media relations support to Health Perception’s advertising campaign. Account director Belinda Boyd reports to the client’s marketing director Helen Isacs.
What groups will the campaign focus on?
Boyd says 20-20’s first aim will be to drive consumers to the campaign website, where they can order copies of a free campaign booklet outlining ways of improving joint mobility. The agency will also target health product retailers and pharmacists in a bid to get them to order copies of the booklet for their stores. Trade PR will concentrate on titles such as Chemist & Druggist. The focus for consumer media relations will be on women’s magazines, plus the nationals and regional press.
And what is the campaign message?
It will explain that, as we get older, the cartilage around joints becomes worn, leading to osteoarthritis, which can make joints stiff or swollen. Ouch! Indeed. The message will be that it’s never too early to look after your joints. A combination of exercise and nutrition is the crucial element here, and the booklet features advice on food, general fitness and weightloss, and even contains a workout devised by a physiotherapist.
It will also, of course, mention the benefits of glucosamine, a joint-care product marketed by Health Perception, but Boyd insists that will be ‘only a part’ of the campaign.
Is there scope for some entertaining PR stunts?
20-20 promises that there will be some ‘fun’ events to support the initiative in the next year, with potential involvement from celebrities. The agency is planning a radio PR campaign in July, putting up an as-yet-unnamed ‘celebrity doctor’ for interview on joint fitness issues.
Further information see www.jump4joints.co.uk