MJOG
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Brief

To generate widespread media coverage and social engagement. To raise awareness of the struggles of unsung heroes running our healthcare system behind the scenes, and position Mjog and health-tech as a potential solution to the problems.

Response

In order to say thank you and give back to back office NHS staff who’ve kept the NHS going during the pandemic, we worked with Mjog to find outstanding case studies to receive a surprise message of thanks within their local community. We whittled it down to two nominees, Liz from Dunstable and Mark from Chichester. Liz and Mark both work tirelessly to support the NHS. Using their nomination forms from colleagues, we pulled together short thank you messages to display on OOH bus shelter ads within their local community, and surprised Liz and Mark by inviting them down and unveiling the message. We sent out pictures of this alongside our press release that hooked on rising pressure on the NHS, including long waiting times and staff burn out amongst NHS workers.

Impact

Due to the timely nature of the story, we secured 12 pieces of coverage resulting in an estimated reach of 17.8million and a total listenership of 1.8million. Most of the coverage we secured was hyperlocal and regional coverage – such as Heart Four Counties, Heart East and BBC South – as well as national coverage in The Evening Standard.