Our 2012 OTC Marketing Awards in ‘Best OTC PR Campaign for a Non-Medicine’ Category.

In recognition of our work launching Assuredna’s paternity testing kit – and it’s available from Boots – the judges noted the “most challenging brief”, praising the effective and sensitive handling of an emotive and potentially controversial product launch”, namely that of the first UK approved DNA paternity testing kit.

“This campaign made effective use of case studies to outline not just the product, but the credibility of the client.” Judges also highlighted the “support environment set up to guide users through the process”. How nice of them!

So here it is – most ably displayed here by our glamorous models Heather and Rachel on our sunny roof terrace, the certificate will of course be taking pride of place inside the office, out of the way of any impending rain!

Let’s face it, most of us shudder at the thought of getting old and the prospect of our quality of life deteriorating.  We are happy to push ‘grey thoughts’ to the back of our minds and convince ourselves that by the time we get there, technology and medicine will have evolved to cope better.  Or we trust in policy-makers and the sheer weight of numbers to make things happen.  Is this wise?  This week’s announcement of a draft bill on overhauling care and support for elderly and disabled people may hold some clues.

It is easy to assume that Europe’s relatively strong economies insure adequate provision for older people, and that we are a fairly compassionate lot.  Yet ROAD’s recent work for SCA Hygiene’s Global Forum on Incontinence (GFI) in Copenhagen last month revealed that on the contrary, ‘rich’ states can no longer meet demand, and big policy changes are afoot. Interestingly, China placed the elderly at the centre of its current five year plan – and for good reason: By 2050, it is expected there will be around 430 million people aged over 65 in that country alone.  

Arch-capitalists point to a grey market ‘ripe for exploitation’ but let’s face it, does the attitude matter, so long as ‘improved quality if life’ is the ultimate outcome?  We created the infographic above as an instant indication of what many of us know, yet still wish to hide from.  Maybe it’s time to stop hiding and start shouting - for innovation.

ROAD has just won new business from Niagara Healthcare which manufactures the only beds and chairs independently certified and approved by MHRA* which use cyclo-massage^TM technology to alleviate pain.

*Medicines And Healthcare Regulatory Agency – part of the Department Of Health

Danish Health Minister Sophie Haestorp Anderson addressed the recent Global Forum on Incontinence in Copenhagen with a key note speech reflecting the Danish vision for a healthier Europe. As current holders of the EU presidency, Denmark is offering real leadership in resolving the problem of the increasing demand for healthcare provision outstripping the ability for nation states to continue to fund and supply it. ‘Smart Health:Better Life’ is a Danish policy of looking at the problem from a new, and technological driven perspective. Europe’s aging demographic means increasing healthcare costs, with fewer people of employment age to pay the bills. This conundrum may require some out of the box thinking. Older citizens are being asked to work longer, taxes will increase, and responsibility will shift to patients to manage their own health risk and pay as they use the public system. Technology must ultimately play its part. Much research and policy strategising is going on in Europe at the moment related to technology and aging. Not least via the European Innovation Partnership on Active and Healthy Ageing, encouraging the private and public sectors to create a future where technology helps ease the burden – expect to see robots on a hospital ward near you very soon. ROAD is already working with some of these innovators.

This week ROAD has been managing the launch of The Essential Baby Guide, the first product developed by The Essential Parent Company.
The launch event was held on 25th April at the Royal Society of Medicine at Chandos House and – despite torrential downpours – was attended by more than 50 media and stakeholders including representatives from the NHS, UNICEF and St John Ambulance. Guests got the chance to meet The Essential Parent Company founders, Dr Rebecca Chicot and Diana Hill, and Professor Robert Winston who introduced the guide.
Today, the ROAD team has been busy with the broadcast media: Professor Winston appeared on This Morning telling Philip and Ruth all about the guide; and Rebecca and Diana hit the airwaves around the country from Manchester to Guernsey with a series of radio interviews. With an exclusive interview with Professor Winston also expected in this weekend’s Mail on Sunday, media interest remains high.
ROAD is also running a social media campaign, managing Twitter and Facebook for The Essential Parent Company and has secured a series of expert webchats through askamum’s Facebook page. We’re also engaging with mummy bloggers offering exclusive content and access to the campaign experts.
So far the PR campaign is reaping rewards with hundreds of visits to the essentialparent.com website during This Morning and orders flooding in.

The ROAD team is heading off to Copenhagen this weekend to support the 4th Global Forum on Incontinence (GFI) which is being held 23rd – 25th April in Copenhagen. The biannual meeting of 500 thought-leaders in health, social care and public policy, was developed by ROAD for client SCA. Since the first meeting in 2006, it has become a platform for learning about and debating around the issue of incontinence: an issue intrinsically linked to the world’s aging demography.
Entitled Strategies Through Life – An Integrated Approach to Incontinence Care, the 4th GFI will focus on areas which represent the greatest opportunity for prevention, intervention and management of incontinence. The conference features key-note presentations and discussion workshops reviewing how incontinence affects the individual, family and society – examining the issues and impacts of incontinence from the perspective of a single lifetime.
ROAD has developed content for the conference, will run an international press office throughout the meeting and create collateral for dissemination amongst delegates and the media after the event.

Everyone prefers to lead a stress free life. Indeed, many of us even envy those who are able to block out stressful situations and stay positive. However, keeping yourself stress free is about more than throwing on a smile – it’s actually a very important aspect of your health…
The Daily mail reported this week that stress can ‘play havoc with your immune system’ revealing that those people who have high stress levels, also had immune systems which had become less sensitive to the stress hormone cortisol. This in turn, dampens the immune system, doubling person’s chances of catching a cold and can even lead to much more serious health problems such as cardiovascular, asthma and autoimmune disorders. With such scary stress implications, ROAD has put together some of the teams best tips on how we take the stress out of an often hectic and stressful world.
Meditate – This may sound like the sort of trick that you’re not interested in trying, but actually, any form of meditation, even for just a few minutes a day, can help to keep you free of unnecessary stress. One ROADIE says meditation is a great stress buster and doesn’t have to involve sitting cross legged chanting! In fact, with practise, you can even do it on the Tube! Louise prefers Mindfulness Meditation which encourages you to focus on your breathing and observe your thoughts rather than try to suppress or be annoyed by them – which can be self-defeating if you are trying to reduce your stress levels. Louise enjoys meditating at Inner Space http://www.innerspace.org.uk/ – based in London – offers some great introductory courses and you can also sign up for a ‘Thought for the Day’ daily email to remind you to take a few moments and up the feel good factor.
Exercise – Any form of exercise is a great way to take control of the stress in your life. Being active is scientifically proven to boost your feel-good endorphins and distract you from daily worries. After a long day in the office, Richard eases his stress levels by running, particularly at night when the roads are quiet and fewer people are in the streets! ‘You can really clear your head when there are no distractions, just you, the open road and the odd dog walker.’ As well as lowering stress levels, exercise improves self-confidence and lowers anxiety and aids sleep!
Laugh it Out – As the saying goes, ‘A tickle a day keeps the doctor away. Hannah insists that there is nothing better than a good old belly laugh to improve your mood and your health. Humour and laughter strengthen your immune system, boost your energy, diminish pain, and protect you from the harmful effects of stress. Best of all, this priceless medicine is fun and free! To secure a laugh try surrounding yourself with funny friends. If you don’t have any of those – get on YouTube where you will be sure to find some very odd but equally amusing videos – A ROAD favourite: Very Funny Marathon Finish, we challenge you to watch this and not laugh http://www.youtube.com/watch?v=p1UvxxYIv3U
Treat Yourself – Make time for yourself and do something you really enjoy. The girls at ROAD were particularly excited to learn that retail ‘therapy’ lives up to it’s name. And you don’t even have to open your purse or step into a shop, window shopping has been proven to have the same relaxing effect than if you had to spend £££… phew!!
Friends and Family – Human contact is critical for good health and wellbeing. As stories in the media this week revealed, those people living alone have an increased risk of suffering from stress and depression due to a lack of ‘emotional support and feelings of social integration’ (BBC). It is therefore extremely important to spend time with the ones we love! Heather, believes going out with friends and family is the best de-stressor. ‘It helps make you realise that it’s important to not sweat the small stuff and enjoy life. A glass of wine or two helps as well.’
Chocolate – Not only have reports this week claimed that eating chocolate can help make you thinner, but it has long been known that chocolate also contains phenylephylamine – the same hormone the brain triggers when you fall in love, encouraging feelings of happiness and contentment. Great news, especially at a time when our thoughts tend to turn towards chocolate bunnies…
Happy Easter from ROAD!

ROAD has been appointed by The Essential Parent Company to deliver the public relations support for the launch of a brand new concept in childcare and parenting backed by Lord Robert Winston, Professor of Science and Society and Emeritus Professor of Fertility Studies at Imperial College and host of BBC’s Child of Our Time.

The Essential Parent Company will launch a range of online and audio visual products to coach new and expectant parents throughout the first year of child development. The company is the brainchild of award winning film-maker, Diana Hill and child development expert, Dr Rebecca Chicot. Lord Winston and a host of childcare experts have been involved in the product development.

Sarah England of The Essential Parent Company commented: “ROAD developed a strategy and programme which demonstrated their deep understanding of our target audience of new mums and how to target them on and offline. The campaign will help us build meaningful connections with this group and also help make The Essential Parent Company a by-word for parenting expertise.”

ROAD’s Louise Stone said: “The Essential Parent Company has developed a truly innovative childcare product and we both excited and proud to be involved in its launch.”

ROAD’s campaign for assuredna was named as the runner up in the Best OTC PR Campaign for a Non-Medicine at the 2012 OTC Marketing Awards held last night at the Park Lane Hotel, London.

The judges praised the campaign for being innovative and effective even though the product was not being launched into a pre-existing market. Noting the “most challenging brief”, the judges praised the “effective and sensitive handling of an emotive and potentially controversial product launch”.

Would you like to join the team at ROAD?

We are looking for an account executive to join our friendly team and get their PR career off to a flying start.

Do you have great communication skills?
Can you spot a good story and sell it in to the media?
Do you have a passion for on and offline media?
Can you think on your feet and come up with creative solutions for the daily challenges of working with some of the best UK and global clients in healthcare, nutrition and beauty?

If you answered yes to these questions, then we’d love to hear from you. Send your CV and a covering letter telling us why you’d like to be part of our team. See the Contact tab on our page for our email address.

Statin use is almost ubiquitous amongst the over 55s – and for good reason. There seems no easier, quicker way of reducing cholesterol levels and therefore reducing heart attack risk. Thing is, if you stop taking the pills, cholesterol levels will shoot up the very next day. So what? Doesn’t sound so hard to keep talking the pills. Mmmm – not always so easy – some folk suffer with side effects associated with their statin, such as myalgia (muscle pain to you and me)

ROAD Communications is fascinated by patient engagement and concordance / compliance issues. We build programmes to help patients and doctors better manage illness. We’re doing a piece of early exploratory work looking into the experience of people taking statins – if you are on a statin we’d be grateful if you were able to do our 5minute survey (but only if you are or have recently been on (last 12 months) a statin to control your cholesterol) – simply click here – https://www.surveymonkey.com/s/QXHZDP3

Many thanks