To put vitamin and mineral supplements on the public health agenda

We developed a campaign addressing healthy ageing, targeted at the over 50s.

We engaged nutritional experts and a GP to create a dietetic evidence-based report detailing the extent of nutritional deficits in the UK and reaffirming the role of vitamins and supplements. This was launched at a media event.

Along with this report, the media were provided with a stream of information via briefings and interviews. Online experts blogged about the issues and the benefits of healthy ageing and supplements.

As part of a stakeholder engagement programme, we hosted a ‘healthy ageing’ roundtable with key representatives from public health bodies and members of the public health community.

Method

  • Experts secured to author dietetic report
  • Analysis of Government nutritional data to provide evidence for the report
  • Report rolled-out at media launch presented by experts
  • Tailored media communication toolkits
  • Healthy ageing expert vlogs published online
  • Stakeholder roundtable

Results

  • 93 pieces of coverage achieved within the first four month campaign period
  • Reach of over 171 million across consumer and healthcare professional titles
  • Media report launch attended by 50+ health and lifestyle journalists
  • For every £1 spent, 4,000 people reached
  • Stakeholder roundtable attended by 20 influential pubic health representatives