Public Health Wales faced the challenge of getting elderly hospital patients to drink more water. Despite being easily preventable, dehydration can have serious consequences; mild dehydration can affect mental performance and increase feelings of tiredness, while serious dehydration can be life-threatening.
Golley Slater worked with the client to devise the ‘Water Keeps You Well’ campaign which not only focused on the patient, but also encouraged those looking after them – including family, hospital staff, visitors, and partners as well as the wider public – to play an active part. It was an overarching, integrated campaign concept, under which all other activity fell; including partnership marketing, a marketing campaign in healthcare settings, and a supporting social and media relations campaign.
Over 20 key partners were targeted to spread the message to their wider networks – approximately 50,000 people. Highlights of the PR activity included the generation of 20 pieces of media coverage, over 1,000 users of the #QuenchYourThirst hashtag, and 150,000 views on our video content. The pilot campaign showed an increased incidence of visitors bringing drinks for relatives from 18% to 63%, and increased the number of glasses of fluid consumed per patient by 1.9 per day.
In June 2017, the PR activity picked up ‘Best Public Sector Campaign’ at the regional PRCA Dare Awards in Bristol.