Project Description

Client

Greenwich Clinical Commissioning Group

Company

ELC Asssociates

Type

Graphic Design, Marketing & PR

Launched

September  2013

Project Details

About Greenwich Stop Smoking Service

The Stop Smoking Service is part of Greenwich Healthy Living Service (GHLiS) based within the Public Health and Wellbeing directorate in NHS Greenwich.  GHLiS is made up of a team of health professionals that provide a range of lifestyle services and training to local people and professionals. This includes behaviour change for stopping smoking, increasing physical activity, healthy eating, weight management, managing long term conditions and improving mental health and wellbeing.

 

Approach

We were briefed by Greenwich Stop Smoking Campaign to put together a campaign to raise awareness and usage of the Service amongst the local BME residents and other hard to reach communities of its three most economically deprived areas.

Marketing collateral distribution:
We designed and distributed leaflets, postesr, banners and bus advertising collateral in specified areas as a way of incresing awareness of the camapign. We also involved local community groups, influential ethnic organisations, faith groups and housing associations in the dissemination of information about the Service amongst their service users.

Sponsorship Marketing and Brand Awareness:
ELC Associates created, implemented and managed a sponsorship marketing campaign on behalf of Greenwich Stop Smoking Service. The campaign involved children from a school in the Coldbath with the help of their parents participating in a ‘Stop Smoking Poster’ competition. The best class posters being given prizes sponsored by Greenwich Stop Smoking Service. This proved an effective way of meeting the Services marketing objectives as it allowed information of its services to reach the demographics it was aiming for.

Broadcast, press and online coverage:
Press releases on issues such as the effect of smoking on long term health, the cost to local businesses, the success of Cessation services in helping those who wanted to quit, were sent on a regularly basis to local journalists relevant radio station presenters.

Influencer Marketing & Direct Marketing:
We reached out to influential ethnic minority charities, faith leaders, and individuals to help increase awareness and usage of the Service.  This was conducted through a combination of tele and email marketing (direct marketing services). We also recruited a number of community advocates who distrbuted leaflets at local festivals, shopping centres and bingo halls.

Results

We achieved good press coverage the main local newspaper the News Shopper, housing association newsletters as well as interviews on Meridian radio. The combined press and broadcast efforts reaching thousands of local residents.

Brand awareness of the Service was created through the distribution of over 20,000 leaflets and poster through letter boxes and hanouts at festival, community events, shopping centres at specific locations in the borough.

Post campaign analysis showed there was a significant increase in the numbers of residents accessing the Service the from these priority areas. Also the number of male manual workers, members of the Black Asian and Minority Ethnic (BAME) groups and pregnant women acessing the Service also showed an increase.