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ADVERTISING CAMPAIGNS

NHS ‘Unluckiest Young Football Club’ Competition

Agency: VCCP and Worth

Client: Step into the NHS

Leading digital marketing agency, Worth alongside VCCP are set to launch the 09 Unluckiest Young Football Club Competition, aimed to help engage the-hard-to-reach male teenager, as part of a new campaign by Step into the NHS. 

Worth, who have worked with the NHS across a number of different digital marketing platforms and social marketing networks, developed the on-line campaign as a fun, creative way of engaging with Step into the NHS’s key target audience- the 14-19 year olds.

The site, which specifically targets the male teenager, invites visitors to nominate community or school football teams by listing their plague of injuries. It encourages football fans to get off the treatment table and win the chance to design their own kit as well as being profiled on the Fit and Kit site.

VCCP has been awarded the online media planning and buying and have previously worked with NHS Careers on its campaign to highlight the diversity of careers in the NHS.

Wayne Bickerton, Digital Media MD at VCCP says,“We’ve had a great relationship with NHS Careers in the past and this project is something we are delighted to be involved in again.

“The campaign is built on a great idea, so our job will be selecting the right communication channels to get that message across.  Both media and creative need to play their part in creating an engaging experience that will help to raise awareness of career diversity in the NHS”

As well as devising the website, Worth will be responsible for producing instant messenger banners which will promote the competition through high volume portals such as MSN messenger and monkeyslum.com.

The competition was devised to support the Step into the NHS’s objective to raise the awareness of careers within the NHS. Using clever creatives such as the “Meet the Team” page, it helps engage the audience by listing typical football injuries and linking these back to the Step Careers A-Z site.

Worth director, Mark Ralphs comments, “The aim of the campaign is to raise the awareness of a career in the NHS with an audience which traditionally are more interested in football than their future career.

"We thought the Fit and Kit competition was the perfect way to engage them in something they generally feel passionate about, while communicating NHS’ career message in a fun and entertaining way.

AJR
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