Ear To The Ground (ETTG) in Manchester has been promoting a new event for Liverpool Primary Care Trust to get people to lose weight - collectively a million pounds.
Tanks a million
The live events and communications agency hired a 40 ft converted milk tanker to be the centre piece of the predominantly social media-based campaign, which has spent the last year touring the city to engage with local communities.
More than 50 challenges events were set by the health trust and ETTG, with participants signing up and pledging how much weight they planned to lose and in return getting help and advice.
"Ear to the Ground have been instrumental in helping deliver a vital health message to our local communities via Liverpool's Challenge. The campaign has had a huge reach with pounds pledged from over 148,000 people across Liverpool (through individual sign ups and through weight management groups),” said Jane Thomas, head of social marketing, Liverpool PCT.
“I doubt that any traditional PR and marketing campaign would have had nearly as much success delivering healthier lifestyle messages to many of the city's harder to reach communities. They have without doubt been a key element in the campaign's enormous success."
ETTG says that over the 15 months, it has achieved more than £1m worth of PR coverage, with endorsements from gymnast Beth Tweddle MBE and Liverpool defender Jamie Carragher.
“Liverpool’s Challenge proved that a strategic social marketing campaign with a clear live focal point can have a real, tangible effect on people’s lives,” explained Steve Smith, managing director of Ear to the Ground.
“Liverpool PCT understood from the start that a traditional PR and marketing campaign would not have the same impact. They chose to work with us because the central creative concept was so strong. The results have been astonishing and the feedback from the public great. Liverpool will be a healthier city thanks to Liverpool’s Challenge.”
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