Takes All Sorts scoops IPA Award

A smoking cessation campaign created by The Hub has picked up an IPA Best of Health Award
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Chlamydia screens increased by 88%

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The Hub launches illicit tobacco campaign

The Hub has launched a groundbreaking campaign to stamp out the purchase and supply of illicit tobacco
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CLIENT: Various PCTs PROJECT: Be A Star

Breastfeeding Initiation

Brief

Increase breastfeeding initiation amongst 15-24-year-old white women living in deprived wards.

Research

Focus grouping and interviews with service providers yielded insight into the socio-cultural factors influencing the audience’s views on breastfeeding. The opinions of partners, parents, friends and the community emerged as key factors in the decision to breastfeed.

Approach

Completely redefine the perception of breastfeeding. Leverage the cult of celebrity to engage and persuade, empower, motivate and inspire. Use real members of the audience to gain authenticity and stimulate peer-to-peer information transfer.

Tactics

Outdoor advertising, posters and printed material. Blog site. Radio advertising. Online social networking (Facebook/Bebo). YouTube viral.

Results

  • Request for materials received from all over the world
  • Over 7000 hits on blog site within first four weeks of launch in Preston alone
  • First quarterly breastfeeding rates from the local Acutes currently being analysed
  • Selected for presentation at NCHMC 2008

Awards

DBA Design Effectiveness gold award winner