Branded Moments of Truth (BMT) is celebrating after it recieved two awards for its ‘Know when to say when’ alcohol abuse campaign, for NHS East Lancashire, at the MCCA Best Awards last week.
At the pretigious event in London, BMT received merits in the categories of best communication campaign featuring paid for media and best/regional local communication campaign. The campaign was engineered on behalf of NHS East Lancashire as part of their ‘save a million years of life’ initiative.
Client David Rogers, Head of Engagement and Communications commented ‘Excessive drinking across age groups and all social classes is one of the biggest issues we face today. Not only does it lead to life-threatening illnesses, it also contributes to devastating social issues including violence, road accidents and teenage pregnancy. It is great that our pionering work in the region is being recognised for it’s success at a national level.’
The seven creative executions featured popular pub vernacular such as ‘Bottoms Up’ and ‘Down in One’ with hard hitting images highlighting the dangers of excessive alcohol consumption. The poster led campaign was live in April last year and was supported by a range of local media as well as being brought to life in town centres via a mobile pub, that only sevred water.
Simon Melville, Head of Integrated and Director of BMT said: ‘This hard hitting campaign achieved its objectives to raise awareness of the dangers of excessive alcohol consumption in East Lancashire. The result was 68% awareness, 46% consideration of the campaign messages and 10% fewer people stating they “did not need to reduce their alcohol intake.” We are exteremely proud of the campaign’s award winning status alongside NHS East Lancs regarding it as an unqualified success.’
The MCCA Awards are the UK's only multi-disciplined consultancy awards that recognise best in class ideas and communication campaigns. Along with all the usual sectors such as alcohol, financial services and travel, their work was the only Social Marketing campaign to win an award.
Project name: Know when to say when
Client: East Lancashire Primary Care Trust (NHS East Lancs)
Creative agency: Branded Moments of Truth (BMT)
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For further information please contact Simon Melville, Head of Integrated and Director at BMT on 020 7592 7520 or 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 through-the-line campaigns for the NHS in the areas of Smoking Cessation, Alcohol Awareness and Coronary Heart disease
• Creation, execution and launch of revolutionary, new health drink – Big Shotz
