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Birmingham City Council approached MacMartin to create and launch a campaign aiming to encourage more local people to get their blood pressure checked.
Research found that 3 in 10 adults with high blood pressure go undiagnosed. High blood pressure is a common yet less-known cause of wider cardiovascular diseases, the leading cause of death in England.
Birmingham City Council were particularly looking to encourage Black African and Black Caribbean individuals to get their blood pressure checked, with people in these communities often being affected by unexpected cardiovascular disease, due to lower blood pressure testing rates.
Social Media Advertising (organic & paid)
Online Advertising
Digital Radio Advertising
Outdoor Advertising
Press Releases
Local Community Radio
Stakeholder Toolkit
We utilised a multichannel communication strategy to reach the target audience and ensure the key message was understood and then acted upon.
The campaign was driven by the findings of the BLACHIR Report (2021) with reference to barriers to change and the need for more appropriate behaviour change approaches in black African and black Caribbean communities specifically.
We created a number of design concepts for the campaign, always referring back to our in-depth research, our behaviour change knowledge and the BLACHIR report findings.
We utilised a multichannel communication strategy to reach the target audience and ensure the key message was understood and then acted upon.
The campaign was driven by the findings of the BLACHIR Report (2021) with reference to barriers to change and the need for more appropriate behaviour change approaches in black African and black Caribbean communities specifically.
We created a number of design concepts for the campaign, always referring back to our in-depth research, our behaviour change knowledge and the BLACHIR report findings.
Utilising all channels, we were able to raise more awareness within Birmingham City Council’s target market and drove 300% more traffic to their website than targeted.
We used the initial findings to adapt the plan in order to be reactive to target markets requirements, and ultimately exceed expectations within budget.
In addition, we have provided Birmingham City Council with valuable insight that can be used to steer future initiatives and deliver even greater impact.
Winner of Best Small Business in the Rural Business Awards 2021
Finalist of Best Digital/Creative Upscaler in the Mainframe Awards 2021
Esme Wade Finalist of Apprentice of the Year in the Enterprising Women Awards 2022
Finalist of Small Business of the Year in the Chamber of Commerce Business Awards 2022
