Save a Million Years of Life

Brief   

East Lancashiresuffers greatly from health inequalities. To address this serious issue, it launched a campaign to 'Save a Million Years of Life' (SMYL).  The campaign aimed to achieve its target by improving the health of the 382,000 residents in East Lancashire, by reducing alcohol misuse, chronic heart disease, drug abuse, smoking, infant mortality and geographic inequalities.               

The PCT appointed Bell Pottinger North (BPN) to develop and implement a sustainable communications programme to raise the profile of SMYL by engaging the press and capturing the imagination of the public.               

Approach

We developed a comprehensive campaign that enabled the press and public to identify with the issues and understand what they can do to improve their health.  Specific activities included:   

• Getting the media on board - We invited the local newspaper editors to a private briefing before launching 'SMYL', resulting in acres of positive coverage.  We invite journalists to key events and supply them with a steady stream of stories.  On the first anniversary of 'SMYL', we invited editors to feedback on the campaign.  They suggested creating a 'SMYL' logo.  We responded accordingly, resulting in yet more coverage.             
• Real people stories - we spoke to the residents who ''SMYL'ed".  Whether it was quitting smoking or adopting a healthier lifestyle after suffering a heart attack, we profiled the 'SMYL' ambassadors, shared them with the media, who shared them with the public.                         

• Giving statistics the 'SMYL' treatment - We generated column inches and positioned 'SMYL' staff as spokespeople, by commenting on national statistics and topical issues.  A prompt response from a 'SMYL' point-of-view has resulted in coverage in The Sun and BBC Radio 5 Live, as well as the local press and radio.

• Finding the story behind the research - Working with Morgan's Research Ltd, we uncovered the most newsworthy findings from their insight work, producing some informative PR whilst promoting the 'SMYL' campaign.

• Targeting hard-to-reach audiences -We tailored PR towards niche publications - such asAsian Image- to reachEast Lancashire's Black and Minority Ethnic (BME) community.  We found role models from these communities to share their story of how they 'SMYLed'.       

• Partnering up - BPN manages the relationship between SMYL and its many partner organisations by producing joint press releases and case studies where appropriate.

• Keeping everyone in the loop - To update NHS East Lancashire's 3000 staff and many more partners, we produce a newsletter - 'Engage with SMYL'.  We also produced a SMYL DVD, telling the story of the campaign through the eyes of the people who 'SMYLed'.                           

• Getting football stars to pitch in - We built strong ties with Burnley FC and Accrington Stanley.  Both teams supported the 'SMYL' campaign from the beginning, with BFC manager Owen Coyle, Stanley striker Paul Mullin, and ex-England legend Martin Dobson launching key events.  We returned the favour when BFC was on the cusp of being promoted to the Premiership after a 33-year absence.  The PCT's chair presented Owen with a bespoke card, ensuring that 'SMYL' was in the thick of the action, along with the nation's media.   

Solutions / Benefits  

In its first year, the 'SMYL' campaign has saved 300,000 years of life, smashing its original year-one target of 100,000 lives.     

'SMYL' campaign has featured in the local press hundred of times, with a press coverage value in excess of £200,000.      

'SMYL' has featured in EVERY local newspaper in East Lancashire, as well as niche publications.    

NHS East Lancashire is ranked as one of the top North West PCT's in terms of favourable media coverage (source: Millward Brown Precis).

As well as press coverage, 'SMYL' has hit the airwaves, consistently featuring on local radio stations as well as receiving extensive coverage online.       

With the help of Bell Pottinger, NHS East Lancashire is on course to 'Save a Million Years of Life by 2011'.