The brief

Promote and generate local and regional press coverage for the 300 plus care homes taking part in the organisation’s annual programme of in-home events, the BIG 12.

The strategy

Separate campaigns were planned for each of the events and bespoke media lists built that were relevant to specific homes. The aim of the campaigns was to build interest in the events and encourage the local community to engage with Bupa – either by participating in events or simply attending them.

The results

Campaigns included everything from from teaming up with The Prince's Trust for a Community Crops campaign, breaking the record for the world's largest hand knitted tea cosy and watching Anton du Beke and Ann Widdecombe take to the dance floor again to promote Bupa's Shall We Dance initiative.

Promoting the events in Bupa's target media in one year alone generated over £200,000 worth of coverage (AVE) in the print press, as well as over 20 local radio interviews.

One particular campaign – Wildlife Week, which was held in association with the RSPB, resulted in Bupa gaining 7,000 new Facebook fans and over 2,000 Twitter followers in just one week. During the same time the RSPB gained 4,000 more across both platforms.

Source won three CIPR Awards for their work on behalf of Bupa.