Topics & themes

Research on advertising’s larger topics and themes from audience attention to measuring effectiveness.

Boots - Health Hero

In partnership with OMD UK and the Daily Mail, Boots ran a campaign to rally the nation, to promote the Health Hero Awards and to re-establish Boots as the only local retailer to trust with prescriptions.

The challenge was to give lucrative prescription shoppers a reason to return to Boots. The campaign needed a platform that would elevate the importance of Boots' staff knowledge, range and community spirit; assets supermarkets simply can't match.

In the current climate of scepticism around the NHS and healthcare, the pride the public once felt for the individuals and establishments delivering healthcare has eroded.

By partnering with the Daily Mail in 2014, Boots ran the Health Hero Awards, raising the public's consciousness of quality healthcare and reframing Boots as the only local retailer to trust with prescriptions.

Key findings:

  • Health Hero Award nomination entries up 80% year on year
  • PR coverage (beyond media partners) contributed media value of £1.6 million
  • 28% of DM readers recalled Health Heroes, rising to 63% prompted recall with editorial
  • Prescription registrations had an unprecedented 67% uplift during the campaign

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Newspapers reach 9.2 million people interested in health & fitness every day


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