MIDDLESBROUGH COUNCIL SALONS FOR SCREENING CAMPAIGN

Salons for ScreeningBRIEF | As part of a campaign refresh, Middlesbrough Council wanted to engage local hairdressers and beauty salons within the central ward of Middlesbrough to promote the importance of cervical screening to their customers, and encourage them to attend routine screening appointments.

The main aims of the campaign were identified as;

  • Increase community awareness.
  • Raise the profile of the local campaign.
  • Heighten visibility of promotional materials in places where women commonly go.
  • Add a creative angle to the campaign.

As always, results were an important aim for the Cervical Screening campaign. Along with the Council we agreed that we would:

  • Attract a minimum of 30 salons to take part in the campaign.
  • Encourage a minimum of one social update from each salon engaged.
  • Aim to beat the Facebook stats achieved with a previous campaign for ‘paid for’ adverts ran (over a two week period) so more than 22,000 views and 575 hits to website.

RESPONSE | The creative for the campaign had to be consistent with, and support, the materials already developed by the Council. Through a creative workshop, we defined the audience, messaging and design execution.

To ensure the initiative captured the imagination of local hairdressers and beauty salons we felt it was important to create an overall theme that would appeal to them and be memorable. It acts as an important hook to get their interest and ultimately get them involved. We created ‘Salons for Screening’ and the execution followed the character images that were used in the previous campaign but this time they were designed in line with this theme and as a result, hair and beauty focused more prominently.

After signing up the salons, merchandise packs were sent out which included A4 posters, A5 leaflets, appointment cards, wobblers to be placed on mirrors, shelves and till points and a beauty magazine – ‘Beautiful’ – which included general beauty articles and tips and information about cervical screening and why it is important. We also included some very inspiring stories from salons within the central ward of Middlesbrough, who had in some way been affected by cervical cancer.

ForWeb_3

ForWeb_1The use of the #BeautifulInsideAndOut hashtag was a great way to push out the campaign on social media platforms and to attract previously untapped audiences to join in the discussion. The in-salon activity was supported with a refresh of a radio advert voiced by Michelle Keegan, social media, advertising, content and promotional teams to work with the salons to help maximise the opportunities when delivering the message to clients.

RESULTS | The ‘Salons for Screening’ campaign was a huge success – generating awareness with a creative targeted approach in engaging salon staff and customers within the central ward hair and beauty salons in Middlesbrough.

ForWeb_5Key results of the campaign include:

  • 35 salons took part in the campaign.
  • 49% increase (32,760) in Facebook views from the previous campaign over a two week period.
  • 402% increase in website views over a two week period.
  • 74 shares of the advert over a 2 week period.
  • Inclusion within stories on the national online site of the Daily Mail.

“As part of the promotion of our cervical screening campaign, we wanted to take the key messages where women go, so we worked with the Creative Alchemist to develop a specific campaign targeting hair salons in Middlesbrough and Redcar and Cleveland.”

ForWeb_4“The feedback we have received on the magazine in particular, has been really positive and it really gets across the messages in a different way, something we are really interested in to encourage those women who may be put off attending their screening.

“The support from the team throughout has been great and we look forward to working with the Creative Alchemist again!” – Middlesbrough Council

SCOPE OF WORK Design  |  Branding  |  Digital  |  PR & Social  |  Media Buying