GRAnDpRiX
WinneR
BritishLungFoundation
experian
LoveYourLungscampaign
Thisprojectdrovethroughwhatcouldhavebeenimpossible.Thejudgessensedthepassioninvolvedandhadnodoubtthatitmerited
thehighestaward.BritishLungFoundationhadidentified2.8millionpeopleundiagnosedwithChronicObstructivePulmonary
Disease.Apilotcampaignsoughttoraiseawarenessandencourageearlydiagnosisbyapplyingsophsticatedmodellingand
segmentationtotargetmarketingactivity.
Thecharitywantedtousearobustquantitativeapproachtofindingthesemissingmillionsbybuildingapopulationsegmentation
whatwouldstratifytheriskofhavingCOPD,theirlifestyleandpreferredcommunicationschannels.Thiswouldsupportshort-termgoals
oftargetingsocialmediacampaignsinkeyPrimaryCareTrustsandthelong-termgoalofprioritisingareasofthecountryforactivity.
Inthefirststage,hospitaladmissionsdatawascombinedwithlifestyledatatocreateamodelforhowmanypeopleatriskofCOPD
wouldbefoundineachPCT.Thisreport,“InvisibleLives”,wasindependentlyevaluatedandallowedBLFtorankPCTsbytheirat-risk
population.AdetailedbreakdownofthelifestylesegmentsmostlikelytobeatriskwasprovidedforeachPCTarea,reflecting
variationsinunderlyingfactors.
Basedonthiswork,BLFwasgranted£50,000torunapilotintousingoutboundtelephonecontacttoreachundiagnosedCOPD
sufferers.SouthTynesidewaschosenashavingthehighestproportionofpeoplelikelytoundergoafuturehospitaladmission,with62
percentmoreofthepopulationatriskthantheUKaverage.ThelocalPCTprovidedmatchingfundstorunanintegratedcampaign.
Four“LoveYourLungs”eventswererunatvenueswhereatrisklifestylesegmentsweremostlikelytospendtimeorshop.Outbound
callsweremadeto5,000peopleinmostatrisksegmentsencouragingthemtoattend.Atotalof1,822informationpacksweresent,
leadingto1,176requestsforfuturecontactand65referralstothehelpline.Over2,850peopleattendedtheevents,with657tested
and15referredtotheirGP.Atotalof9werereferredtosmokingcessationprogrammes.
TheminimumsavingfrompreventingeachadmissiontoAccidentandEmergencyisestimatedat£10,000.Thecampaignachieveda
00percentincreaseinCOPDriskindividualshavinglungtests.
Sponsoredby:
theReADGRoUp
TheREaDGroupplcwasfoundedin1991byMarkRoy,whopioneeredanew,moreefficientapproachtodirectmarketing.
Overthepastseventeenyears,TheREaDGroupplchasrevolutionisedhoworganisationsapproachB2CandB2Bdirect
marketingandenhancedthereputationoftheDMcommunitytoconsumers.TheGroupiscurrentlycomprisedof
suppressionprovider,REaDUK;dataprocessingbureau,meta-morphix;transactionalandlifestyledataspecialist,Scientia
Data;listandinsertmanagerTRGStrata;andFunnelLeadMarketing.Forfurtherinformation,visitwww.readgroupplc.com.
6|DAtAStRAteGYAWARDS2009
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