Keep It Simple

Generally speaking, effective PR campaigns don’t need to be über sophisticated. Indeed the most effective campaigns are often the simplest.

I’ve just read about an award winning campaign run by the Thames Water PR team I’d like to share with you. In a nutshell the campaign involved:

Research – which highlighted that 41% of people flushed unsuitable products down toilets (establish the facts)
Press material – coining the phrase ‘sewer abuse’ (tell the story)
A photocall – ‘come and see the sewers under Leicester Square’ (bring the story to life)
A link up with TV’s Grimefighters (piggy back on something popular/topical)
Christmas case studies – positioning workers as ‘sewer heroes’ (give it a human angle)
Result: The campaign achieved 101 pieces of coverage in target media, and there were 9,000 hits to the campaign site.
I’d call that a result wouldn’t you?