Branded Moments of Truth (BMT) is working with NHS East Lancashire to ‘Save a Million Years of Life’ in the region by creating a ‘SMYL’ brand, pronounced ‘smile’ to encourage local residents to achieve the PCT’s ambition by living healthier.
‘SMYL’, previously only used as an internal abbreviation has been created into a public-facing ‘brand personality’ that encompasses the strategic initiatives of the PCT over the next few years to address inequalities. An integrated marketing campaign developed by BMT and launched in early April features across outdoor posters, local press and radio. This project is a joint campaign with sister Chime agency, Bell Pottinger North, who works on the PR for the campaign.
Kathy Reade, Chair of NHS East Lancashire, commented: “We want to get everyone in East Lancashire involved with SMYL, so we have created a brand that people would instantly recognise, as well as a strong message that would make people sit up and take account of their health.”
The initiative underpins 2 further campaigns recently developed by BMT to address specific health inequalities in the area for smoking cessation and immunisation. The smoking cessation campaign, including an event on No Smoking Day, developed by BMT resulted in a significant uptake of the local stop smoking services.
Additionally, BMT has created a ‘Don’t hesitate, vaccinate’ campaign to encourage parents to protect their children from measles, mumps and rubella to address the increased cases of measles confirmed in the North West during the last 3 months of 2008.
Simon Melville, Head of Integrated at BMT stated ‘For local NHS-led social marketing communications to have best effect, there is the need to ‘enter the language’ of the population. The SMYL campaign persuades patients and public to understand that they are part of the solution in addressing health inequalities.’
The SMYL brand will act as a ‘badge’ on all social marketing communications for the PCT between 2009 to 2011 and it will be implemented across all internal and external communications right across the marketing mix.
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For further information please contact Sam Hopper, Senior Account Director at BMT on 020 7592 7533 or samh@bmt.uk.com visit www.bmt.uk.com
Editors Notes:
Today’s consumers plot their own individual journeys from awareness to purchase. BMT specialise in understanding how these journeys work and then by delivering your Brand at the optimum moment, turn opportunities into Branded Moments of Truth (BMT) that deliver sales.
Our principal deliverables are based around understanding and impacting four key moments of direct influence on sales:
1. The Moment of Reference – what people are saying about a brand
2. The Moment of Experience – how a brand feels when brought to life as a live experience
3. The Moment of Added Value – how a branded offer stands out in a crowd
4. The Moment of Presentation – how a brand performs at the point of purchase
Current activities include:
• Relaunching the iconic football pools this August for Sportech
• Creating the marketing communications campaign to mark the start of the build up to London 2012
• Executing integrated campaigns for the NHS in the areas of Alcohol Awareness, Coronary Heart disease and Smoking Cessation
• Developing and executing the Patient Choice campaign for the Department of Health
• Creation, execution and launch of revolutionary, new health drink – Big Shotz
