Getting the tissue habit early is a key to becoming a tissue user for life. Our challenge was to design a campaign to establish tissue training as a requirement for the very young.
With a big task, lots of influencers and many channels, we focused on the first years of primary school as a starting point as they are a powerful influence on both children and families. Our contact with the Department of Health’s pandemic team during the planning stages of their “Catch It. Bin It. Kill It.” campaign for the cold and flu season identified schools as a gap in the government’s policy, increasing the value of our programme. Our solution was www.sneezesafe.co.uk, an online resource primarily aimed at teachers, but with equal relevance to parents. We reached schools and wider audiences through direct communications, and a widespread media campaign co-activated with the influential parenting site, www.raisingkids.co.uk.
15,000 schools were targeted and we were tasked with a target of 20% to visit the website but also to use the content to conduct a lesson. www.sneezesafe.co.uk has received almost 10,000 unique visitors and 44% of teachers who visited the website used it to conduct a lesson. Of those who did not, over 80% plan to use it in the future.
In creating www.sneezesafe.co.uk, Mandate far exceeded our campaign objectives for engaging young people in good respiratory hygiene habits. This was a creative and strategic programme which made excellent use of tight resources and reached all audiences effectively, creating the foundation for future communications.
- Marc Zander, Kleenex Marketing Manager UK & Ireland
