Challenge:
To further build on the proposed 10 Downing Street petition, Lansons was tasked with increasing awareness of the national shortage of NHS midwives and raising the profile of midwivesonline, the organisation campaigning for change, as a leading voice and trusted source of advice and information.
Solution:
We recommended: 1) prioritising more emotive messages to differentiate midwivesonline and appeal to our target media, national news (e.g. “figures used by the Department of Health are wrong”); 2) focusing on broadcast media in order to reach as many people as possible and 3) humanising the story by presenting real life mothers who had been affected by the shortage.
Implementation:
All planning desks (print, broadcast and online) were briefed in advance of the 10 Downing Street petition stunt; journalists were provided with real life case studies as well as an interview with the director of midwifery at midwivesonline. The three day campaign was carefully planned to maximise use of time. On the day a photo call with PA was held for a delegation of midwives in uniform handing in the petition.
Outcome:
The three day campaign generated 45 items of coverage including nine nationals and had a total reach over 65 million. The print AVE almost £45k. All coverage contained a least one key message and the online petition saw of a huge uplift in signatures in the days and weeks following the coverage of its delivery to Downing Street. Crucially the campaign also created vital dialogue between midwivesonline and the Department of Health and the Royal College of Midwives.
