Sir Steve Redgrave Project: Celebrity endorsement
Audience: Young Type 1 diabetes patients
Interaction worked with Norfolk and Norwich University Hospital to provide an innovative PR campaign to promote a series of eight groundbreaking educational podcasts designed to help young diabetes patients self-manage their condition.
According to the hospital’s paediatric diabetologist Dr Vipan Datta, “We were struggling with this age group. They don't talk to you or read any material you give them.“
With an educational grant from Takeda UK, Interaction enlisted the help of Sir Steve Redgrave (a diabetes patient himself) to figurehead the project. The PR activity succeeded in highlighting the initiative to other PCTs as a model of best practice, and neighbouring Trusts are already showing interest in developing similar schemes. Available for free download via iTunes or at www.nnuh.nhs.uk/podcasts/diabetes, the provocatively informal podcasts were downloaded no less than 2,830 times in the first three months.
Audience: Young Type 1 diabetes patients
Interaction worked with Norfolk and Norwich University Hospital to provide an innovative PR campaign to promote a series of eight groundbreaking educational podcasts designed to help young diabetes patients self-manage their condition.
According to the hospital’s paediatric diabetologist Dr Vipan Datta, “We were struggling with this age group. They don't talk to you or read any material you give them.“
With an educational grant from Takeda UK, Interaction enlisted the help of Sir Steve Redgrave (a diabetes patient himself) to figurehead the project. The PR activity succeeded in highlighting the initiative to other PCTs as a model of best practice, and neighbouring Trusts are already showing interest in developing similar schemes. Available for free download via iTunes or at www.nnuh.nhs.uk/podcasts/diabetes, the provocatively informal podcasts were downloaded no less than 2,830 times in the first three months.