Blanket coverage for "fantastic campaign" stops Bristolians #DrivingBlind

Skill area: Media relations and public awareness health campaign launch

Objective: Communicate key messages around vision and driving to people in Bristol via the local and regional press and on social media

Encouraging drivers of Bristol to take their eye health seriously and open up discussions at local Government level was a tough ask in just six short weeks. But the Gravitas team pulled it off – reaching over half a million people through press coverage alone, a spike of almost 1,500 website visitors and a 32.5% rise in fans and followers across Twitter and Facebook. People on the street even approached the event team on launch day to tell them they had heard the campaign on the radio that morning, solidifying the message reach.

The mission was to alert Bristol-based drivers to the risks taken when they get behind the wheel of a vehicle with poor vision, and the consequences they face using shock tactics and theme of self-regulation.

The GPR team began by creating a strong copy platform for the campaign that could be used across bus back advertising, press material and social media effectively.

All online assets were updated with new content to reflect the #DrivingBlind platform, including a new interactive ‘riskometer on the Think About Your Eyes (TAYE) website to encourage people to test their own level of risk.

It was important the campaign had the right voices behind it, and GPR began reaching out to key opinion formers in and around Bristol, and at a national level through APPGs, early on. Soon, support was secured from Bristol City Council lead for transport Councillor Mark Bradshaw, Bristol MP Thangam Debbonaire, ROSPA, the Institute of Advance Motorists, the University of Bristol, Bristol Hippodrome and Bristol City FC.

A strong launch event in central Bristol was organised that would attract the attention of the local media. The launch was the lead story on BBC Radio Bristol’s Breakfast Show with two live interviews with key spokespeople and it led the news bulletins for most of the day. Councillor Mark Bradshaw and local optician Peter Turner joined us on the streets of Bristol for vision spot checks with shoppers and we were joined by the Bristol Post and Made in Bristol TV.

The launch activity was supplemented with optical trade press coverage and social media content from #FreebieFridays and #WinItWednesdays to infographics, blogs and videos.