Novartis
We created a campaign, The Science of Healing, which focused on busting some deeply ingrained consumer ‘healing myths’.
We surveyed mums to find out their views on ‘good signs of healing (e.g. a scab forming) and issued the results to national dailies and women’s weeklies on and offline. We set up a series of family day out competitions to support the news and coincide with the summer school holidays. We held a radio day with nurse Kathleen McGrath to discuss ‘scab myths’ and the benefits of moist wound healing to target mums while at home or on the school run.
The campaign exceeded KPIs with 39 pieces of radio, print and online coverage with a circulation of 9.2m and an investment of 9:1.