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CONGRATULATIONS TO LIVERPOOL PRIMARY CARE TRUST- THEY DID IT!!!

08/01/2010


Ear to the Ground would like to congratulate Liverpool Primary Care Trust as being recognised as the UK’s best PCT. We are extremely proud to have worked on their flagship Challenge campaign which has picked up a raft of awards and been promoted as an exemplar of a groundbreaking social media campaign to promote healthier living in the region. The campaign achieved their target of losing 1million pounds of weight in Merseyside.  
 
Ear to the Ground was lucky enough to be commissioned to design and deliver the experiential centre piece of the campaign. We customised a 40 ft milk tanker and converted it into a immersive experience that formed the focal point for the largest public social marketing campaign ever delivered on a local level. It has spent the last twelve months touring the city providing dietary and healthy living advice to some of its hardest to reach citizens. In addition to face to face engagement with local communities the tanker achieved over two million pounds worth of PR coverage further promoting Liverpool Challenge’s key health messages to a wider audience. It was also successfully endorsed by local celebrities including British gymnast hero Beth Tweddle MBE (pictured) and Liverpool FC star Jamie Carragher.
 
This has been our most successful piece of public sector activity in 2009. In 2010 we will be working with Salford City and Manchester City Council on citizen engagement using live events.   
 
Steve Smith comments:

‘Liverpool’s Challenge proved that a strategic social media campaign with a clear live focal point can have a real, tangible effect of people’s lives. Liverpool PCT understood from the start that a traditional PR and marketing campaign would not have the same impact. They chose to work with us because the central creative concept was so strong. The results have been astonishing and the feedback from the public great. Liverpool will be a healthier city thanks to Liverpool’s Challenge.’