Brief
Bayer’s brief to Say was to work together with the Stephanie Marks Appeal and partner Sanofi to generate high profile coverage of Paddy Turner’s Channel swim; a positive and uplifting story that would help motivate and empower other people with diabetes.
Solution
The strategy was to maximise opportunities for media coverage by drafting a ‘feel good’ story line and case study to generate interest and entice a selected group of journalists to cover Paddy’s training before the event as well as his ultimate triumph, emphasising the special role of Ascensia Breeze / Contour blood glucose monitor.
With the exact timing of the swim dependent on neap tides and likely to be delayed, communications in the lead up to the swim focused on Paddy’s training regime, his diet and how he was planning to manage his diabetes while swimming for an extensive period. Alongside this, Say placed a feature on diabetes and sports. On the day of the swim, photographic coverage of Paddy reaching the destination helped secure uptake in key national and regional print and broadcast media and key professional titles, also providing an opportunity to spotlight the brand.
Result
Paddy completed his swim securing national coverage in The Times, The Sun, Evening Standard and BBC Online with mentions of the Ascensia Breeze.