Published: 18 Dec 2014
Client: The Hepatitis C Trust, secretariat to All-party Parliamentary Hepatology Group (APPHG)
Agency: Paradigm Communications and Trio Media
Campaign: 'The Catastrophic Consequences of Complancency' - Media launch of the Report from the APPHG Inquiry into Improving Outcomes in Liver Disease
Timescale: January to March 2014
This media campaign secured an exclusive BBC broadcast opportunity to maximise the impact of the launch of the report from the APPHG’s inquiry into improving outcomes in liver disease. This high-risk and high-impact strategy translated the ‘policy’ contents of the inquiry report into a compelling consumer news platform. The ‘scandal’ of liver disease and ‘catastrophic consequences of complacency’ angles effectively engaged the BBC as a catalyst to drive broader coverage; all of which acted as a conduit to informing and influencing key stakeholders. With a reach of over 100 million in less than 24 hours, and over 300 million opportunities to see, the media launch created the ideal environment for the APPHG to reach out to and engage with stakeholders who can lead the way in addressing liver disease.
Liver disease is the only one of the UK’s top five causes of death where death rates continue to rise. The vast majority of these, and future deaths could be prevented. Yet, in Q4 2013, the coalition government announced that the yet to be launched National Liver Strategy was being scrapped.
As a result the All-Party Parliamentary Hepatology Group (APPHG) conducted an expert inquiry into liver disease. An Inquiry Report captured the outcomes of their work.The challenge was to use this technical ‘policy report’ to raise awareness of the burden of liver disease and put pressure on influential stakeholders to meet the APPHG to consider its recommendations.
The Inquiry Report’s launch was used to support a media campaign that engaged the ‘traditional’ consumer media as a conduit to communicate the ’scandal’ of liver disease and the ‘catastrophic consequences of complacency’ to influential stakeholders. The platforms and campaign messages were developed in partnership with the APPHG, The Hepatitis C Trust and the British Liver Trust, supported by testing with leading print and broadcast journalists. The campaign was underpinned by a high-risk, high-impact BBC broadcast launch exclusive. This acted as a catalyst for broader consumer media coverage. To ensure that the anticipated demand for bespoke interviews could be met 17 KOL media spokespeople, eight case studies and three patient advocacy groups were lined up. Leading liver centre communication teams and 13 patient and third sector were also engaged to support the overall impact of the ‘broadcast intense’ launch campaign.
In less than 24 hours the campaign reached over 100 million; delivering over 300 million opportunities to see. Outputs included 70 minutes of broadcast coverage, including five minutes on both the Six O’clock News and News at Ten, 60 minutes of national and 220 minutes of regional BBC radio reporting, over 120 pieces of local media coverage and coverage in the Daily Mail, Telegraph, Independent, Mirror and the Evening Standard. Medical media coverage was a bonus. Later coverage included over eight minutes on the BBC’s flagship One Show and a full page in a Health Service Journal supplement on hepatitis C.
“As secretariat to the APPHG, The Hepatitis C Trust was really impressed by the commitment and passion shown by Paradigm Communications and Trio Media. However, we were blown away by the sheer volume and quality of media coverage they achieved. Their strategic approach to engaging with the BBC as a conduit to reaching our key stakeholders was challenging, but hugely successful. This has enabled us to gain commitment from our target stakeholders to meet with the APPHG to consider their recommendations.”