Road case studies - assuredna: Paternity test launched

Objectives

Launch assuredna on the UK high street – the first paternity test to be available in Boots

Strategy

Hold advisory board meeting with media experts, develop key messages and balance potentially controversial media coverage
Provide insight - every year in the UK the father’s name is left blank on approximately 50,000 birth certificates
Highlight benefits of the test – assuredna is easy to use, safe, and reliable with accuracy of results in excess of 99.99%
Provide case study examples – assuredna provides families with peace of mind so they can move on with their lives
Offer expert opinion – spokesperson Dr Mandy Hartley, technical manager at Anglia DNA

Results

Total AEV for campaign: £680,000

ROAD delivered blanket media coverage across a range of media sectors:
TV coverage on BBC News, ITV News, ITV regional news programmes, Daybreak and Lorraine
7 national newspapers including one feature in The Daily Mail and 2 news pieces in The Sun. Coverage also appeared in The Guardian, Daily Telegraph, Daily Mirror, Daily Star and The People. Total AEV: £85,000, circulation: 12,500,000
Interviews with Dr Mandy Hartley were broadcast across 28 national and regional radio stations reaching almost 7 million people. Stations included BBC Radio FIVE LIVE, BBC Radio 1 and Sky News Radio Network
Streamed video interview with Dr Mandy Hartley appeared across numerous consumer websites including The Sun, Daily Mail, The Independent and Daily Express. News stories appeared on over 60 websites
Women’s consumer magazines including Bella and Best
27 regional newspapers across the UK

An example of: