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Change4life 糖智能运动
案例简介：相关性 糖的新闻头条的两年。由此产生的介质疲劳意味着必须强硬的公关活动减少。缺乏数据，创造新的新闻是这个国家说，至关重要的是，采取行动。我们可以直接把第 200,000 天月-补差价免费 iTunes app 下载 App Store 图表的公关是唯一能够活元素广告爆发之前。公关的说明，使应用程序相关的和理想的家庭和媒体的苯丙氨酸的最成功的活动。 执行 执行: PR 使用我们的关键数据的问题，揭露罪犯和糖过量消费带来的后果，定位的应用程式的方式解决驱动下载。资产为在不同消费者的触摸点含糖男孩，发布新闻材料的新闻报道和一套九个公共卫生英格兰地区鼓励当地媒体的回升。在柔和的通道，一个视频系列是建立与明星妈咪 Jamelia 和电视营养师，阿曼达 Ursell。提供运动和提供相关内容的地方媒体，烹饪厨师被处决的事件在英国各地的学校。时间轴: 最初为期一个月活动，糖聪明是持续四个月以后媒体的持续需求。贴片/范围: 运动套装英国的新闻。毛毯报告出现过全国性报纸，然后采用、专栏和多产的报告在一系列的头衔。 活动描述 糖是公共领域的所有统计数据。面对没有 "新闻、数据已被切断，新鲜的，强有力的事实，使父母坐起来，并做出反应。我们发现一个大开眼界的统计，四到月岁儿童消费满 5,500 块方糖，相当的重量与五岁。我们把这个给生活在一个短的有影响力的电影显示最近的眼光看真正的五岁就在他面前的对应方糖做出来的。严重的消息告诉孩子个性化的家长和吸引媒体想象。这部电影是专为广播作抵押，可共享的社会内容，可以切成一系列短篇小故事都透露出: -这个问题的严重性--甜的潜伏在日常饮食的健康危害的过多的糖 战略 培训对象: Change4Life 针对所有家长 (主要是母亲) 的较低社会经济团体 “大声说。针对媒体: 活动必须渗透到所有媒体的糖的问题是不可避免的父母，土地的重要建议削减和突出的令人震惊的消费数据。公关策划: 争取团结的力量的支持，主要利益攸关方、慈善机构、媒体的医务人员和 HCP 媒体通报了六个月前推出。一对一的情况介绍，记者，确保他们拥有相关的资产，使一个有影响力的媒体发布。方法: 公关策略的冲击提供了真相，使其直接相关的父母。现有的数据和建议可绕糖太干了这样的公关活动旨在赋予父母把他们从迷茫的通知。对话开始流传下去，通过开展全国范围内推广的活动内容和流行的时期。 结果 覆盖范围: Change4Life 糖智能达到超过 900 片覆盖的范围超过 160 米。应用: 糖智能 App 的平顶免费 iTunes 的图表和趋向于英国推特。在一天之内有 200,000 个应用程序下载，超过了运动的目标。这是由于其他营销公关活动还没开始。已有近月 m 下载和月米产品扫描。糖白玉童子: 糖男孩精选的 83% 种国家电视台报道，变成了新闻-电视-填料。 * 公共反应: 有大量讨论了糖税，但活动的成功铺平了道路，为财政大臣宣布糖征税的预算,甚至以 "五岁孩子吃和喝他们的体重在 sugar'。这项活动的影响的应用程序与近月的母亲说他们降低儿童食糖消费的运动。* * 概要 状况: 五分之一的儿童肥胖或超重时接受初级教育，上升到一分离开。超重的儿童更有可能成为成年人体重超标，使它们更加危险的严重疾病。过食用糖肥胖是一个巨大的贡献，和家长低估糖孩子吃--目前的三倍以上的新最大推荐食用量。父母想给孩子最好的，但很难理解多少糖是潜伏在食品和饮料，提供有 opportuNity 帮助使用清晰的视觉效果。简介: 通知、动员和提供所需支助的家庭减少糖的摄入量。目标: • 教育家庭日常用品鼓励家庭的糖含量减少糖的摄入 • Change4Life 糖智能 app 的驱动下载，支持不断变化的生活习惯
Change4life 糖智能运动
案例简介：Relevancy Sugar constantly dominated headlines for two years. The resulting media fatigue meant a PR campaign had to be hard-hitting to cut through. With a lack of new data, PR was instrumental in creating ‘new news’ which got the nation talking and crucially, taking action. We can directly attribute the first 200,000 app downloads on day 1 - topping the free iTunes App Store chart - to PR which was the only live element before the advertising broke. PR created a narrative that made the app relevant and desirable for families and media resulting in PHE’s most successful campaign to date. Execution Implementation: PR used our key statistic to set the issue, unveil culprits and deliver the health consequences of sugar overconsumption, positioning the app as the solution to drive downloads. Assets were developed for different consumer touch-points including the Sugar Boy film, launch press materials to drive news coverage and a toolkit for the nine Public Health England regions to encourage local media pick-up. For softer channels, a video series was created with celebrity mum Jamelia and TV nutritionist, Amanda Ursell. To deliver the campaign to children and provide relevant content for local media, cooking events with chefs were executed in schools across England. Timeline: Initially a one month campaign, Sugar Smart is ongoing four months later following continual demand from media. Placement / scale: The campaign set the UK news agenda. Blanket reporting appeared across national newspapers, followed by features, opinion columns and prolific reporting in a range of titles. Campaign Description All statistics on sugar were in the public domain. Faced with no ‘new news’, data had to be re-cut to produce fresh, hard-hitting facts that would make parents sit up and react. We revealed an eye-opening statistic that four-to-10-year-old children consume over 5,500 sugar cubes, equivalent to the weight of a five-year-old. We brought this to life in a short impactful film visualised through the eyes of a real five-year-old face to face with his counterpart made out of sugar cubes. The serious message told by a child personalised the issue for parents and captured media imagination. The film was designed as broadcast collateral and sharable social content which could be cut into a series of short vignettes each revealing:-The scale of the issue-The amount of sugar lurking in everyday food and drink-The health harms of too much sugar Strategy Target audience: Change4Life targets all parents (primarily mums) of a lower socio-economic group across England.Target media: The campaign needed to infiltrate all media outlets to ensure the topic of sugar was inescapable for parents, to land important advice on cutting back and highlight the alarming consumption statistics. PR planning: To garner a united force of support, key stakeholders, charities, media medics and HCP media were briefed six months ahead of launch. One-to-one briefings with journalists ensured they were equipped with relevant assets, which resulted in an impactful media launch.Approach: The PR strategy used shock to deliver the truth about sugar, making it immediately relevant to parents. The existing data and advice available around sugar was very dry, so the PR campaign aimed to empower parents to take them from confused to informed. Conversation was kept alive through engaging content and popular faces rolled out across the campaign period. Outcome Coverage: Change4Life Sugar Smart achieved over 900 pieces of coverage with a reach of more than 160m. App: The Sugar Smart app topped the free iTunes chart and trended on UK Twitter. In one day there were 200,000 app downloads, exceeding the campaign target. This is attributable to PR as other marketing activity hadn’t begun. There have been almost 2m downloads and 22m product scans. Sugar Boy: Sugar Boy featured in 83% of national TV coverage and is being turned into public-information-TV-fillers.*Public response: There had been considerable debate about a sugar tax, but the campaign’s success paved the way for the Chancellor of the Exchequer to announce a sugar levy in his budget, even citing 'five-year-olds eat and drink their bodyweight in sugar’. The campaign had impact beyond the app with almost 1 in 3 of all mothers saying they reduced their children’s sugar consumption because of the campaign.** Synopsis Situation: One in five children are obese or overweight when they start primary school, rising to one in three when they leave. Overweight children are more likely to become overweight adults, making them more at risk of serious diseases. Over-consumption of sugar is a huge contributor to the obesity epidemic, and parents underestimate the amount of sugar their children consume – currently three times more than the new maximum recommended daily amount. Parents want the best for their children but find it difficult to understand how much sugar is lurking in food and drink, offering an opportunity to help using clear visuals. Brief: Inform, motivate and provide the support required for families to cut their sugar intake. Objectives:•Educate families on sugar levels of everyday products•Encourage families to reduce sugar consumption•Drive downloads of the Change4Life Sugar Smart app to support sustained changes to daily habits
Change4life Sugar Smart Campaign
案例简介：相关性 糖的新闻头条的两年。由此产生的介质疲劳意味着必须强硬的公关活动减少。缺乏数据，创造新的新闻是这个国家说，至关重要的是，采取行动。我们可以直接把第 200,000 天月-补差价免费 iTunes app 下载 App Store 图表的公关是唯一能够活元素广告爆发之前。公关的说明，使应用程序相关的和理想的家庭和媒体的苯丙氨酸的最成功的活动。 执行 执行: PR 使用我们的关键数据的问题，揭露罪犯和糖过量消费带来的后果，定位的应用程式的方式解决驱动下载。资产为在不同消费者的触摸点含糖男孩，发布新闻材料的新闻报道和一套九个公共卫生英格兰地区鼓励当地媒体的回升。在柔和的通道，一个视频系列是建立与明星妈咪 Jamelia 和电视营养师，阿曼达 Ursell。提供运动和提供相关内容的地方媒体，烹饪厨师被处决的事件在英国各地的学校。时间轴: 最初为期一个月活动，糖聪明是持续四个月以后媒体的持续需求。贴片/范围: 运动套装英国的新闻。毛毯报告出现过全国性报纸，然后采用、专栏和多产的报告在一系列的头衔。 活动描述 糖是公共领域的所有统计数据。面对没有 "新闻、数据已被切断，新鲜的，强有力的事实，使父母坐起来，并做出反应。我们发现一个大开眼界的统计，四到月岁儿童消费满 5,500 块方糖，相当的重量与五岁。我们把这个给生活在一个短的有影响力的电影显示最近的眼光看真正的五岁就在他面前的对应方糖做出来的。严重的消息告诉孩子个性化的家长和吸引媒体想象。这部电影是专为广播作抵押，可共享的社会内容，可以切成一系列短篇小故事都透露出: -这个问题的严重性--甜的潜伏在日常饮食的健康危害的过多的糖 战略 培训对象: Change4Life 针对所有家长 (主要是母亲) 的较低社会经济团体 “大声说。针对媒体: 活动必须渗透到所有媒体的糖的问题是不可避免的父母，土地的重要建议削减和突出的令人震惊的消费数据。公关策划: 争取团结的力量的支持，主要利益攸关方、慈善机构、媒体的医务人员和 HCP 媒体通报了六个月前推出。一对一的情况介绍，记者，确保他们拥有相关的资产，使一个有影响力的媒体发布。方法: 公关策略的冲击提供了真相，使其直接相关的父母。现有的数据和建议可绕糖太干了这样的公关活动旨在赋予父母把他们从迷茫的通知。对话开始流传下去，通过开展全国范围内推广的活动内容和流行的时期。 结果 覆盖范围: Change4Life 糖智能达到超过 900 片覆盖的范围超过 160 米。应用: 糖智能 App 的平顶免费 iTunes 的图表和趋向于英国推特。在一天之内有 200,000 个应用程序下载，超过了运动的目标。这是由于其他营销公关活动还没开始。已有近月 m 下载和月米产品扫描。糖白玉童子: 糖男孩精选的 83% 种国家电视台报道，变成了新闻-电视-填料。 * 公共反应: 有大量讨论了糖税，但活动的成功铺平了道路，为财政大臣宣布糖征税的预算,甚至以 "五岁孩子吃和喝他们的体重在 sugar'。这项活动的影响的应用程序与近月的母亲说他们降低儿童食糖消费的运动。* * 概要 状况: 五分之一的儿童肥胖或超重时接受初级教育，上升到一分离开。超重的儿童更有可能成为成年人体重超标，使它们更加危险的严重疾病。过食用糖肥胖是一个巨大的贡献，和家长低估糖孩子吃--目前的三倍以上的新最大推荐食用量。父母想给孩子最好的，但很难理解多少糖是潜伏在食品和饮料，提供有 opportuNity 帮助使用清晰的视觉效果。简介: 通知、动员和提供所需支助的家庭减少糖的摄入量。目标: • 教育家庭日常用品鼓励家庭的糖含量减少糖的摄入 • Change4Life 糖智能 app 的驱动下载，支持不断变化的生活习惯
Change4life Sugar Smart Campaign
案例简介：Relevancy Sugar constantly dominated headlines for two years. The resulting media fatigue meant a PR campaign had to be hard-hitting to cut through. With a lack of new data, PR was instrumental in creating ‘new news’ which got the nation talking and crucially, taking action. We can directly attribute the first 200,000 app downloads on day 1 - topping the free iTunes App Store chart - to PR which was the only live element before the advertising broke. PR created a narrative that made the app relevant and desirable for families and media resulting in PHE’s most successful campaign to date. Execution Implementation: PR used our key statistic to set the issue, unveil culprits and deliver the health consequences of sugar overconsumption, positioning the app as the solution to drive downloads. Assets were developed for different consumer touch-points including the Sugar Boy film, launch press materials to drive news coverage and a toolkit for the nine Public Health England regions to encourage local media pick-up. For softer channels, a video series was created with celebrity mum Jamelia and TV nutritionist, Amanda Ursell. To deliver the campaign to children and provide relevant content for local media, cooking events with chefs were executed in schools across England. Timeline: Initially a one month campaign, Sugar Smart is ongoing four months later following continual demand from media. Placement / scale: The campaign set the UK news agenda. Blanket reporting appeared across national newspapers, followed by features, opinion columns and prolific reporting in a range of titles. Campaign Description All statistics on sugar were in the public domain. Faced with no ‘new news’, data had to be re-cut to produce fresh, hard-hitting facts that would make parents sit up and react. We revealed an eye-opening statistic that four-to-10-year-old children consume over 5,500 sugar cubes, equivalent to the weight of a five-year-old. We brought this to life in a short impactful film visualised through the eyes of a real five-year-old face to face with his counterpart made out of sugar cubes. The serious message told by a child personalised the issue for parents and captured media imagination. The film was designed as broadcast collateral and sharable social content which could be cut into a series of short vignettes each revealing:-The scale of the issue-The amount of sugar lurking in everyday food and drink-The health harms of too much sugar Strategy Target audience: Change4Life targets all parents (primarily mums) of a lower socio-economic group across England.Target media: The campaign needed to infiltrate all media outlets to ensure the topic of sugar was inescapable for parents, to land important advice on cutting back and highlight the alarming consumption statistics. PR planning: To garner a united force of support, key stakeholders, charities, media medics and HCP media were briefed six months ahead of launch. One-to-one briefings with journalists ensured they were equipped with relevant assets, which resulted in an impactful media launch.Approach: The PR strategy used shock to deliver the truth about sugar, making it immediately relevant to parents. The existing data and advice available around sugar was very dry, so the PR campaign aimed to empower parents to take them from confused to informed. Conversation was kept alive through engaging content and popular faces rolled out across the campaign period. Outcome Coverage: Change4Life Sugar Smart achieved over 900 pieces of coverage with a reach of more than 160m. App: The Sugar Smart app topped the free iTunes chart and trended on UK Twitter. In one day there were 200,000 app downloads, exceeding the campaign target. This is attributable to PR as other marketing activity hadn’t begun. There have been almost 2m downloads and 22m product scans. Sugar Boy: Sugar Boy featured in 83% of national TV coverage and is being turned into public-information-TV-fillers.*Public response: There had been considerable debate about a sugar tax, but the campaign’s success paved the way for the Chancellor of the Exchequer to announce a sugar levy in his budget, even citing 'five-year-olds eat and drink their bodyweight in sugar’. The campaign had impact beyond the app with almost 1 in 3 of all mothers saying they reduced their children’s sugar consumption because of the campaign.** Synopsis Situation: One in five children are obese or overweight when they start primary school, rising to one in three when they leave. Overweight children are more likely to become overweight adults, making them more at risk of serious diseases. Over-consumption of sugar is a huge contributor to the obesity epidemic, and parents underestimate the amount of sugar their children consume – currently three times more than the new maximum recommended daily amount. Parents want the best for their children but find it difficult to understand how much sugar is lurking in food and drink, offering an opportunity to help using clear visuals. Brief: Inform, motivate and provide the support required for families to cut their sugar intake. Objectives:•Educate families on sugar levels of everyday products•Encourage families to reduce sugar consumption•Drive downloads of the Change4Life Sugar Smart app to support sustained changes to daily habits
Change4life 糖智能运动
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Change4life Sugar Smart Campaign
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