COPD - a social marketing solution
Our social change specialists spearheaded a social marketing campaign alongside NHS Coventry to drive sustainable behaviour change around Chronic Obstructive Pulmonary Disease (COPD) and improve people’s quality of life.
We delivered an insight-led social marketing campaign which increases knowledge, early diagnosis and self-management of the condition. Another key behavioural goal was to encourage people to use the local stop smoking service.
As part of our insight work, our social marketing team piloted a questionnaire and carried out focus groups for people with mild, moderate and severe symptoms and one-to-one interviews with people who were housebound as a result of COPD. We also engaged with carers of those with COPD in order to understand the repercussions of COPD to the sufferers’ support network.
Using this insight, we made key recommendations around the service offering and the communication between the service and the patient, which included the development of a Coventry-specific Breathe Easy Group to support people-centred behaviour change.
Our social marketing team also developed and tested a campaign brand identity with target audiences and conducted a telemarketing campaign aimed at 2,500 known smokers within Coventry who were at high risk of developing COPD. Other outputs for the campaign include outdoor advertising, a local radio campaign and an on-street engagement programme.
