Brief

Reduce cases of nutritional rickets in children under the age of 5 in the Blackburn with Darwen area. Increase participation in a new Vitamin D Supplement scheme in the area. Raise awareness of drivers and consequences of Vitamin D deficiency and Dispel myths regarding supplementation.

Research

Comprehensive secondary research was undertaken to develop a clear context for the campaign. All phases of the programme were developed in response to local and sub-regional multi-cultural sensitivities, with significant work being undertaken to engage stakeholders from health, education, faith and community groups.

An audit of previous campaigns (national and international) tackling similar issues was conducted to extract examples of best practice and avoid duplication of research. Commercial marketing approaches to Vitamin supplements were interrogated to assess potential for effective cross-over. Qualitative research was undertaken with each segment to establish incentives and barriers, assess competition factors and formulate an effective model of ‘Exchange’.

Approach
A strong, flexible brand was developed to provide cohesion to a wide range of promotional material and key messages.The brand concept and identity was pre-tested for efficacy and relevance amongst the English, Urdu and Gujurati audiences. Separate material was produced for British Caucasian audiences and South Asian audiences. South Asian material included an introduction from a local, respected GP, whilst the material for British parents was written from a lay person’s point of view.

Tactics

Small budgets were maximised via a mix of material including, internal presentation for key stakeholders and gatekeepers; leaflets/posters to be distributed in community settings; web pages; personalised reward/sticker chart to promote maintenance of behaviour; media relations incorporating families from the pilot project; point of sale material.

Results

• Internal buy in overwhelmingly positive especially in the community.
• Positive media coverage - in both press and radio.
• Over 90% knowledge of Vitamin D benefits and supplements from customer delegates.