Objectives
Launch Elastoplasts new range of children’s plasters.

Strategy

• Reinforce Elastoplast’s position as a family brand, and raise awareness of the range of plasters 

• Charity collaboration with St John Ambulance to support research that parents, particularly fathers, are totally unprepared to tackle any kind of first aid crisis involving their children

• Launch a series of expert flash cards for mums and dads available as downloads from the Elastoplast website

• Use TV’s Dr. Mark Porter to raise the issue with the media

Results

Coverage was won in four national newspapers including a double page spread in the Mail on Sunday and a full page feature in The Mirror, as well as coverage in several women’s weeklies. Combining local resources with St John Ambulance, there was extensive coverage across local and regional press and TV. Close to 100% of parenting and a family websites carried news and links. Downloads of the materials from the Elastoplast website were in their thousands and the total PR value for the campaign was estimated to be five times the total project spend.

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