KCC Campaign – HIV

KCC Campaign – HIV


In November 2014 after impressing Kent County Council with our ideas, we were successfully awarded the challenge of supporting and raising the awareness of HIV in Kent. HIV may have been widely reported on in the 1980’s, but research suggest that many people from all backgrounds, sexuality and ages now feel HIV is not a killer as there is medication to control the virus. In Kent there has been an increase in infections especially amongst the older generation. So the challenge was set to raise awareness using the metric of up take of free HIV test on the ‘Blue Bus’ that tours Kent, as well as Gum clinics and doctor surgeries.

The multimedia campaign consisted of

  • Posters (strategically placed in areas noted as high risk)
  • Newspaper advertising
  • Radio adverts
  • Radio engagement
  • PR
  • Dedicated website
  • Social Media Engagement

Campaign Name – Are you at Risk?

Radio & Press Advertising Packages

Through our strong and established relationship with the media, we negotiated a healthy package of radio advertising. KMFM fully endorsed this campaign by offering a nightly 1 hour, dedicated ‘phone in’ for listeners to speak to Doctors and HIV specialists live on air. They answered questions, of people emailing, calling and tweeting the radio station.

Heart FM and KMFM were used for advertising. The overall KM Package cost just £15,000 yet had a commercial value of £36,000. This was a fantastic partnership and both teams collaborated well to produce this package in such tight deadlines.

PR Exposure

Meridian, Radio, Pink News, KM, Kent on Sunday, Kent Online, KMFM News


Although the campaign ran only for 1 week, we created was a dedicated website that was plugged on radio to aid visitors to finding their nearest Gum clinic. We also managed Facebook and twitter by posting relevant content as well as responding to questions made on these channels. The website attracted over 1200 visitors in the week long campaign.

Campaign Material

Campaign Results

“The number of HIV tests undertaken in a five month period by NHS laboratories between 1st October 2014 and the 28th February 2015 increased by 1,946 or 7.8% in Kent and Medway from 24,874 tests to 26,821 tests in comparison with the same period in 2013/14.

“Percentage increases varied from 4.4% for the wide area covered by Kent Community Health Foundation Trust to 13.9% for Maidstone and Tunbridge Wells NHS Trust with Medway Hospitals NHS Foundation Trust showing an increase of 7.6%.”

You can read a full external review by following this link – http://medicalxpress.com/news/2015-08-hiv-people.html

Incidentally, the HIV campaign received a “Highly Commended” at the KMFM Advertising Awards.

Kent County Council noted, “Big Plan Group played a crucial role in making our campaign a success. With their experience and knowledge, they have managed to create positive media coverage in support of the overall campaign.  We have thoroughly enjoyed working with the Big Plan team who have been responsive to our needs and requests.”
Do you have a campaign that needs our experience and expertise to promote in Kent? Please contact us today on 01622 684504. We are an integrated marketing agency, dedicated to surviving the people of Kent.