CAMPAIGNS: PUBLIC AWARENESS; Men’s health out in the open

Client: Men’s Health Magazine PR Team: De Vere Publicity for Men’s Health Magazine, in-house team at PPP healthcare Campaign: National Men’s Health Week Timescale: Three months preparation for awareness week, 10-16 June Cost: pounds 29,000 provided by sponsor, PPP healthcare

Client: Men’s Health Magazine

PR Team: De Vere Publicity for Men’s Health Magazine, in-house team at

PPP healthcare

Campaign: National Men’s Health Week

Timescale: Three months preparation for awareness week, 10-16 June

Cost: pounds 29,000 provided by sponsor, PPP healthcare



Despite an increasing preoccupation with health issues, the media have

seldom singled out men as a targeted market, whereas the women’s press

have made substantial in-roads in health-related issues.



At its launch in 1995, organised by De Vere Publicity, Men’s Health

magazine spearheaded a Men’s Health Awareness Campaign followed by the

first ever survey of masculine attitudes towards fitness and health.



The initial campaign caught the Zeitgeist, generating substantial media

interest. The agency sought to maintain the momentum with the launch of

a National Men’s Health Week in 1996 to coincide with the publication of

the now annual Men’s Health survey.



Objective



To reinforce the Men’s Health Awareness Campaign message of preventative

healthcare tying in directly with the branding and somewhat humorous

lifestyle approach of Men’s Health magazine.



Tactics



De Vere Publicity traded on Men’s Health magazine’s expertise, creating

news stories relevant to its content and market which were then sold

into television, radio and press nationwide.



The Men’s Health Awareness Campaign had already generated widespread

interest and the media was receptive to the introduction of Men’s Health

Week.



The awareness week was launched at a press conference at the Savoy Hotel

with the week drawing appropriately to a close on Father’s Day. For the

launch, De Vere originated a 32-page male health booklet sponsored by

PPP healthcare in addition to an in-depth press pack on the results of a

second Men’s Health Awareness Campaign Survey.



The survey, based on the magazine’s own questionnaire, provided the

media with a variety of angles, including the disturbing fact that six

out of ten men are not registered with a doctor. The survey also looked

at body image, which revealed that only four per cent of men categorised

themselves as very attractive, with 82 per cent of men saying that they

are not happy about their bodies.



PPP also supported the campaign with a free two week 24-hour telephone

help line, with every caller receiving a dossier of advice on their

complaint.



Results



Men’s Health’s ABC circulation for January to June 1996 was up by 14.7

per cent on the same period last year at the same time as converting to

monthly magazine. The awareness week was covered in ten known television

slots including ITN News, 230 radio interviews, 31 national press

cuttings and 125 regional cuttings. PPP’s healthcare line averaged 30

cases a day.



Verdict



Awareness weeks have proliferated and are no longer news in themselves -

Men’s Health Week is rumoured to have coincided with Broccoli Awareness

Week! It was the solid backing of the survey information, booklet and

healthline that successfully kick-started Men’s Health Week which is now

set to become an annual event.



How clearly the public associated the Men’s Health awareness week with

Men’s Health magazine has not been established but private healthcare

specialist PPP believes that the coverage achieved its objective of

building brand awareness and values and promoting the preventative role

of healthcare.



De Vere Publicity plans to build on the 1996 success, getting GPs

involved next year while opening up further sponsorship opportunities.



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