OMA: Health awareness campaign
Obesity Management Association (OMA), a charity established to regulate and monitor the UK obesity management sector, approached PLMR to raise its profile, build credibility in the sector, change public attitudes towards the treatment of obesity, and improve footfall into its member clinic.
PLMR devised a strategic media contact programme to introduce OMA to the media that mattered. By securing meetings and interviews with key journalists, and promoting OMA’s expert commentators on obesity-related issues in the media, we were able to generate valuable and extensive media coverage to amplify OMA’s voice in the obesity debate. From an industry secret, to the ‘go-to’ authority on obesity, OMA appeared on Sky News, BBC’s Daily Politics Show and in print publications like Daily Mail, Daily Express, The Times and Daily Telegraph.
Building on the success of this programme, PLMR developed the ‘My Weight, My Future’ campaign. The aim was to change public attitudes towards obesity and to promote individual responsibility ahead of state dependency. It launched at a high profile event at the House of Commons, attended by Parliamentarians and individuals from across the health sector, further bolstering OMA’s profile.
Thanks to PLMR’s expert knowledge of the media and political landscape, OMA achieved:
• Widespread and cross-party political support
• Advocacy from influential Parliamentarians to raise awareness of the issue
• In excess of 500 signatories for the campaign’s petition
• Coverage across national, regional and local print and broadcast media
• A new platform both within the sector and on the national stage
Example – making OMA’s voice heard in the debate:
PLMR identified the forthcoming release of a statistical report by the Health and Social Care Information Centre on obesity, physical activity and diet in England as an opportunity for OMA to position themselves as experts in the sector, and worked with OMA to draft a reactive statement. The comment was a valuable addition to the on-going debate and coverage was secured in five national newspapers and a huge number of regional print and online publications. The total number of pieces totalled 246 that week alone.
Graham Rowan, Chairman of Obesity Management Association
“You’ve delivered beyond my expectations and genuinely put OMA on the national obesity agenda. You’ve been very professional to work with but also great fun. During my corporate career I worked with a lot of PR companies but none was a match for PLMR. I’m genuinely impressed. You’re a star team!”