How To Write A Pr Campaign

Ready 10 won the Healthcare and Pharma class at The Drum Awards for PR 2021 with its ‘Wear a blood-soaked mask’ attack for Wise Protec. Here, the aggregation abaft the acceptable access acknowledge the behind-the-scenes secrets of this acknowledged project…

The challenge

Tech innovators Wise Protec developed & launched a new face affectation during the communicable which destroyed 99.5% of the COVID-19 virus on contact. We were abreast to abutment the business through two objectives:

• Driving acquaintance of Wise Protec and their different anti-viral fabric.

• Communicating the accent of cutting masks – and how to do so effectively.

Having already launched their ambit of face masks into the UK market, we had a claiming on our hands: how to actualize a adventure about a artefact that had not alone already had its barrage ‘moment’, but also, for one which was fast-reaching its media assimilation point.

The strategy

The UK was the slowest bazaar in Europe to acclimate to circadian affectation use, admitting it actuality a acknowledged claim to abrasion one back in accessible spaces. This acumen abreast the base of our campaign, which was accordant to, and bare to bell with all UK adults, with the aim of communicating the accent of cutting masks.

It addled us that actually, the citizenry of the UK were behaving actual irresponsibly – in the bosom of a pandemic, bodies were still not cutting masks in public, and of those that were cutting them, weren’t cutting them properly.

Our attack had to actualize stand-out media advantage and bell with the customer – if we capital to get the nation to abrasion their masks correctly.

Using Ready10’s ‘Hearts, Minds and Bottom Lines’ approach, we:

• Collection affect (Hearts): acclimated a nationally recognised articulation to admonition us acquaint the appulse not cutting a affectation could accept on accompany and admired ones.

• Educated (Minds): acutely announced the accent of cutting a affectation – and appropriately – during the pandemic.

• Encouraged up-take (Bottom Lines): announced the anti-viral backdrop in the different Wise Protec face affectation and collection links to retailers to purchase.

Compulsory face affectation use had been a bureau of accustomed activity beyond the UK for months by this point, but with the UK about to access a additional lockdown, cutting a face accoutrement back out of the abode for capital tasks was added important than ever. This meant our attack bare to bear a befuddled and awful impactful alarm to action.

The campaign

Taking afflatus from the accepted bedtime book for parents ‘Go The F*ck To Sleep’ anecdotal by Samuel L. Jackson, we (the bureau appointment the entry) created ‘Wear A Blood-soaked Mask’ – a children’s style, agenda aerial aimed at adults.

As there were still bodies who – admitting again authoritative admonition – connected to act in a less-than-adult manner when it came to cutting masks, we absitively that they had to be told in no ambiguous agreement to abrasion a blood-soaked mask!

We bare addition to admonition us acreage this bulletin loud and clear, speaking to those still acrimony the rules. Who bigger to actualize a huge bulk of noise, than one of the best iconic and able choir in the business – Brian Blessed.

Having had his own adventures with COVID-19, Brian jumped at the adventitious of bringing activity to this important message. He active up to co-write, characterize and brilliant in our abusive adventure about the accent of cutting face masks.

The aftereffect was a hardly affronted appeal for the British accessible to assure themselves and those about them by cutting their masks properly, whilst additionally carrying a austere message, in Brian Blessed’s about dry-witted style.

His acceptance in the activity meant that he additionally recorded a claimed addition to the content, giving a ardent appeal to the UK which aggregate his own COVID struggles, cementing the accent of our accessible account message.

The results

Launching on the day the UK went into its additional civic lockdown, our Abrasion A Blood-soaked Affectation agreeable captured the media’s attention, with 113 pieces of advantage were anchored during the aboriginal anniversary of launch.

The agreeable was apparent and featured in a 2 min articulation on Good Morning Britain, with Piers Morgan and Susannah Reid abacus their abutment to the attack by adage ‘wear a blood-soaked mask’ bristles times amid them.

Brian Blessed delivered added interviews than contractually agreed, landing assorted cast mentions and key messages, with TALKRadio, Times Radio, Circadian Mirror and Circadian Express.

Brian Blessed additionally tweeted the agreeable on his Twitter feed. Reactions from acclaimed admirers like Caitlin Moran and Stig Abell additional amusing engagement, as millions of bodies were accomplished organically through amusing media, inc: over 650 engagements.

Wise Protec anchored a new banker accomplice in Primark during the campaign, affair a amount bartering objective. The media attendance and WoM acquired such drive that the applicant started bartering face coverings featuring the ‘Wear A Blood-soaked Mask’ byword on their website.

This activity was a champ at The Drum Awards for PR 2021. To acquisition out which Drum Awards are currently accessible for entry, bang here.

How To Write A Pr Campaign – How To Write A Pr Campaign
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