Amplifying Your Message with Public Relations An Ogilvy Perspective March 6, 2008 Presented by Tom Beall
Today: Integrated Campaigns Are A Must • Integrated campaigns that, at a minimum, include some or all of the following: • Advertising (broadcast, print, online) • Media Relations • Community Relations • Professional Outreach • Partnerships • Digital Influence: Social Media, Word of Mouth • Events, Promotions • Life Path Connections • Entertainment Industry Integration
National Heart, Lung, and Blood InstituteThe Heart Truth, Red Dress Project • Issue • Heart disease is the #1 killer of women. But in 2001, only 34% of women knew this. Women needed to be warned of their #1 health threat, but also given a personal and urgent wake-up call about their risk of heart disease. • Challenges • Heart disease has been thought to be a condition that overwhelmingly affects men. Women also attached less importance to heart disease in part because competing women’s health awareness campaigns on issues such as cancer have been so successful. • Insight • Analysis of mid-life women and a client-conducted literature review, along with extensive focus group testing yielded The Heart Truth—a campaign whose tagline, “Heart Disease Doesn’t Care What You Wear—It’s the #1 Killer of Women,” directly addressed the prevailing myth that women aren’t seriously affected by cardiovascular disease. • Creative Idea • The Red Dress—taking into account the strong emotional link found between a woman’s focus on her outer self (appearance) and the need to focus on her inner self (heart health, in particular).
National Heart, Lung, and Blood InstituteThe Heart Truth, Red Dress Project • Key Activities • Special events, including the Red Dress Collection Fashion Show • National Wear Red Day • Celebrity engagement and endorsement • Community partners and events • Corporate partnerships and programs • Health professional outreach • PSAs and other materials development • www.hearttruth.gov • Media relations and partnerships • Campaign Outcomes • National and local media totaling more than 1.6 billion audience impressions • Awareness among women that heart disease is the greatest health problem facing women today increased from 34% in 2001 to 57% in February 2007—a 23 point jump • 57% of women currently recognize the Red Dress as the national symbol for women and heart disease awareness, up from 25% in 2005 • New data is beginning to show a decline in heart disease deaths among women; the number of women who die from heart disease has shifted from 1 in 3 women to 1 in 4 women
Federal Emergency Management AgencyFloodSmart • Issue • Flooding is the nation’s #1 natural disaster, yet large numbers of at-risk homeowners, business owners, and renters do not purchase or maintain flood insurance. • Challenges • Many at-risk owners and renters do not believe they need flood insurance. Many property owners falsely believe their homeowner’s insurance covers flood damage. Also, flood insurance is viewed by the insurance industry as hard to understand, unimportant, and difficult to sell. • Insight • Research reinforced the need to promote the fact that homeowner’s insurance • doesn’t cover flooding while reminding consumers that they were wise to be • FloodSmart. • Creative Idea • Couple advertising and earned media with a direct response program designed • to drive consumers to take action by calling a toll-free number, visiting • FloodSmart.gov, or contacting an insurance agent in their area. Also, build • on and leverage specific situations that affect flood insurance requirements • such as post-flood, map changes, and hurricanes.
Federal Emergency Management AgencyFloodSmart • Key Activities • Advertising, mixed mediums • Media Relations • Quick Response Unit • Direct response, including toll-free number • www.FloodSmart.gov • Partnerships • www.Agents.FloodSmart.gov • Community relations and outreach • Materials, consumer and professional • Campaign Outcomes • One billion media impressions in nearly 5,000 media outlets • 6.7 million visits to FloodSmart.gov • 231,200 calls generated through the direct response television commercials • 50,297 consumer leads delivered directly to an insurance agent in their area • Since June 2004, there has been a 22.8% increase in flood insurance policies (5,462,254 new policies), far exceeding a client goal of 5% increase yearly • Client econometric analysis shows media relations to be a primary driver of success
Some Practical Lessons Learned • Segment your audience(s) • Target, tailor and unify your communications • Get into their lives...and their hearts and minds • Cultivate partners to extend your reach and impact • Take advantage of natural networks, touch points • Foster word of mouth, peer-to-peer communications
Amplifying Your Message with Public Relations An Ogilvy Perspective