Campaign breakdown - Keep Warm, Keep Well

Agency: The Forster Company Client: Department of Health (DH)/Central Office of Information (COI) Timescale: November 2008-March 2009 Budget: Undisclosed

- The Lowdown

The DH aims to help those groups most at risk of fuel poverty to maintain good health during winter and take advantage of the financial help available. Key objectives included promoting ways to help these audiences save energy and money, and encouraging them to take advantage of benefits to which they are entitled.

- Why did the campaign take place?

Forster has worked with the DH on Keep Warm, Keep Well since 2005, but this year is the first year that a particular focus has been given to specific audiences.

- Who was targeted?

Those groups most at risk of fuel poverty, including low-income families, the over-sixties and those with long-term disabilities.

- What was achieved?

Forster developed partnerships with organisations across the corporate and voluntary sector to communicate the campaign messages and develop opportunities within the partners' comms channels. Partners included Costcutter, Lidl and Co-op, the Citizens Advice Bureau, and charities including Shelter, Gingerbread and the Salvation Army.

- What were the key challenges?

The success of this campaign relied on engaging the right partners and reaching relevant audiences.

- What else is in the pipeline?

The DH is currently planning its winter wellbeing campaigns for 2009-10.

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