Five NHS Specialist Hospitals joined forces to conduct a PR campaign to raise awareness with the Merseyside public. My campaign created a groundswell of pride and support.
To support the collaboration of The Walton Centre, Liverpool Heart and Chest Hospital, Liverpool Women’s Hospital, Clatterbridge Centre for Oncology and Alder Hey Children’s Hospital, we developed a brand that would help unify all five hospitals, ground them in the nostalgia of the area, calling it the ‘The Famous Five’.
To launch, we revealed that Merseyside is the Specialist Health Capital of the UK, and brought the campaign to life with a real life-changing story from each hospital. It was timed in December, thus enabling each story to tell how their care meant they were ‘coming home for Christmas’.
This approach delivered a week-long strand, starting on BBC Radio Merseyside for the week of the launch. Each day focused on a different member of the ‘Famous Five’. We secured one-to-one interviews with the hospital spokespeople and case studies and placed them in targeted media across Merseyside.
Results
The campaign reached 1.6M people. It gained over one hour of broadcast coverage, including a five minute feature on Granada Reports, ten features on BBC radio Merseyside. Articles reached a minimum advertising equivalent of £109,000 (does not include BBC figures).
Healthy Reputations 