Case Study for Health Care
MEDIA RELATIONS CHALLENGE:
Drive Viewership of PBS Documentary
In 2009 an independent film company financed by a major philanthropist retained VOX to promote its six-hour documentary series about emotional health and well-being. In addition to driving tune-in, the client hoped to create an ongoing community conversation around the series topics, including the importance of building early attachments between parents and children and strategies for military families dealing with the mental health issues associated with deployment.
VOX Solution:
Develop Promotional Strategy to Drive Tune-In for the Series Premiere and Build Long-Lasting Financial and Promotional Partners
- Targeted Education Partnerships: VOX helped identify appropriate federal agencies and NGO partners that lent both credibility and financial backing to the community-building activities associated with the film’s release. These partners that represented both the health and military family sectors also became an important part of our media relations efforts, serving as spokespersons at events leading up to the premier and authors of op-eds and guest blogs.
- Event Promotion and Management: VOX conceptualized and executed two events designed to build pre-broadcast buzz. The first was a roundtable for influential health and parenting reporters in New York City at the Paley Center for Media featuring the film’s producers, participants, and experts. The second event was co-hosted with a major military-family NGO and involved a Veteran’s Day community service project attended by the First Lady and other dignitaries. Both events helped build media interest, solidify partnerships and provide content for online viral promotion efforts.
- Media and Online Outreach: VOX identified and prepared numerous spokespeople and created tailored pitches for TV critics, feature and health writers, and radio reporters. Mindful of the influence of bloggers, particularly in the health and mental health field; we employed a highly targeted blogger outreach approach using topic-specific blogger lists and customized blog packages. Each package included expert information about an issue in the series, Q&A with vetted experts, and a video clip.
RESULTS
Over nine million viewers across the three night series.
30 million print impressions, 36 million broadcast impressions and 500 million online impressions including significant coverage on NPR, The Huffington Post and The New York Times.
Long-term partnerships with key federal agencies and NGOs.
