NHS Leeds CCG
Weather Triggered Campaign
- Social Media
NHS Leeds CCG approached Umpf to assist with a campaign designed to alleviate pressures on local NHS services by raising awareness of potential risks to health associated with seasonal weather.
How we did it
OOH digital advertising: 5 pieces of animated artwork were displayed on digital screens around Leeds city centre. Each health related message was triggered when certain weather conditions were reached (e.g. temperature, UV level, pollen count). Social media: Creative was published on Facebook and Twitter to accompany the OOH advertising.
OOH large format: Umpf commissioned a local artist to paint a 96 sheet billboard in Leeds each day. They produced a daily, live weather forecast. This created a suite of unique large format advertisements and, due to its innovative nature, generated PR exposure.
All activity directed traffic to a Summer Health landing page. Here, the public could find out more information and enter a competition to win a £500 gift voucher by answering two educational questions.
OOH digital adverts were played 257,100 around Leeds with an estimated 514,200 impressions. The large format stunt generated an estimated 221,000 impacts and 7 pieces of media coverage with a total circulation of 158,192.
Facebook activity reached 47,598 users and generated 1,730 engagements. Twitter saw 4,011 impressions and 89 engagements.
The website data showed 4,900 page views and 3,105 people entered the competition (smashing the target of 1,000 entrants).