Royal College of Occupational Therapists Case Study < Major campaign to increase awareness of occupational therapy

The work

  • UK-wide media campaign targeting mainstream broadcast and print outlets, focusing on launch day and parliamentary events
  • New campaign branding for the Royal College of Occupational Therapists including a new logo, strapline and distinctive colour palette
  • Launch of new campaign website with sign up Call To Action (CTA) campaign toolkit, image gallery and media resources
  • Twitter stakeholder engagement drive using #ValueofOT
  • Regular campaign network e-newsletters with tailored and targeted content
  • Suite of visual materials including bold infographics for social media, postcards and posters.

Results achieved

  • Prime TV coverage including BBC Breakfast studio interview and outside broadcast; Front page of BBC online news; BBC Wales; and The Wales Report. Over 40 pieces of media coverage secured across the UK including dedicated Guardian supplement; The Scotsman, Sun, Mail online and Western Mail.
  • Average of 49% open rate on email newsletters to key stakeholders (20% over industry average)
  • Over 72% of social media traffic referred to campaign website
  • #ValueofOT hashtag reached 198,000 on launch day, now fully embedded in daily narrative
  • 2000+ target stakeholders signed up to pledge their support including government ministers, sector leaders and journalists.
  • Occupational therapy service provision included in NHS guidelines
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