An awareness campaign aims to increase the knowledge of an issues that effects consumers, by clearing up any misconceptions whilst also helping people to understand the facts.
To give them timely media relevance, awareness campaigns often run in line with a media platform, for example Celiac Awareness Week or National Picnic Week. Brands and charities can utilise these platforms by communicating with the public to gain coverage for their particular niche.
We often work on campaigns like this in IMN. Sometimes the subjects covered can be extremely emotive, and touch upon sensitive subjects – in particular when working with charities. Case studies are more than often used to support the brands messages, as they can share their experiences and add a personal touch. This really hits home with listeners and readers from our experience, and makes a good talking point.
Awareness campaigns are often some of the most successful. They cover relatable topics and focus on subjects that can affect large numbers of people, from serious topics like heart disease to alternative subjects like online security for families. Although these topics can affect everyone; people don’t always have a vast knowledge of them so that's where you, the brand, comes in!
Recently, we teamed up with Medtronic in line with World Stroke Day. Stroke is the fourth leading cause of death in the world, with approximately 152,000 occurrences in the UK each year – making it a widely spoken about topic by radio presenters. This particular campaign aimed to raise awareness for a new treatment for Stroke victims, which has recently become available across the UK. We gained amazing radio coverage nationwide, including an hour long phone-in programme on BBC Asian Network. This coverage involved interviews with interventional Neuroradiologist Dr. Patankar, eight year old Saad Ali who had suffered a Stroke at the age of five, along with an emotional phone-in from people who had been affected by strokes within their family. This is a perfect example of how effective awareness campaigns are on the radio.
It isn’t just on the radio that awareness campaigns work well – they also lend themselves perfectly to news websites. Back in May this year, we worked with the charity Young Epilepsy for an online campaign, in line with National Epilepsy Week. Their aim was to focus on the struggles faced by teenagers with Epilepsy. There were two amazing case studies, including a DJ and a London school girl – both of whom suffered from the debilitating disorder. This gained amazing coverage on the Mirror online, the Standard Online and the Huffington Post. The Huffington Post chose a different angle – ‘What Should You Do If Someone Is Having an Epileptic Seizure’, showing how these campaigns can be effectively altered and edited to meet thee needs of the reader.
Standard Online Example Coverage
Mirror Online Example Coverage
Huffington Post Example Coverage
Awareness campaigns are an effective way to increase the public’s level of understanding, but also to convey a message from a brand or charity. Combined with a suitable media platform – it’s the perfect match for everyone!
Get in touch with a member of The Relations Group team on firstname.lastname@example.org or 020 7158 0000 if you have any upcoming awareness campaigns.