Highlighting the First Aid Message through TCP

Challenge

Create a public relations campaign that would revive and highlight the TCP range of antiseptics to create awareness among existing and potential users.

Strategy

A media campaign with the aim of positioning TCP as the authority on how to prepare for an accident requiring First Aid treatment. The tone of the campaign was to be educational.

Action

The Order of Malta was recruited to act as key expert on the topic of First Aid.

The media campaign kicked off with a creative and fun photocall. This was backed up by serious messaging First Aid Tips and avoiding accidents in the home. In addition, statistics on accidents in the home, collated through an on-line survey were released to the media to reinforce the first aid message. A TCP First Aid Tips information leaflet was also created and made available through The Order of Malta website.

Results

Extensive TCP branding was achieved in national, regional and on-line media - reaching an audience of over 1.1 million consumers and delivering press coverage equivalent to 400% above the project budget.