Product Launch

Case study: tellher

One of our top clients launched a public education campaign called tellher in order to raise awareness of the link between cervical cancer and human papillomavirus in preparation for the national HPV vaccination campaign.

The campaign was aimed at mothers with daughters aged 12 to 16, and the call to action was to drive mothers and their daughters to the website tellher.com

The challenge:

We had to work closely with the tellher team to develop promotional item ideas aimed at mothers and daughters, to be given away at exhibitions, nationwide shopping centre roadshows and healthcare professional conferences. The products needed to be aimed at females aged 12 upwards and be something that they would use on a daily basis. They also need to encourage them to discuss the item and campaign with their friends, raising awareness of the disease.

All products needed to be branded with the campaign website tellher.com in its speech bubble and be pantone matched.

Our response:

Alongside the paper printing for this campaign (disease information leaflets and posters, bunting etc), there were many options to explore for promotional products.

Working with the brand colours – orange and white – we came up with a list of products that a) were aimed at the target audience but b) worked well with these colours.

We produced the following products to tie in with various stages of the campaign:

• 50,000 aqua filled keyrings: we had the keyring specially made in the shape of the speech bubble, pantone matched the liquid inside and screen printed onto the outer with the brand
• 30,000 compact mirrors: produced in a pantone matched outer with the brand again, screen printed onto the outer
• 3,000 t-shirts: embroidered with the pantone matched tellher.com logo on left sleeve and reverse and distributed at the 'Clothes Show' exhibition. We also produced 7,500 more with screen-printed logos at later date
• 50,000 plastic carrier bags: printed with the logo both sides and used as a goodie bag for all of the tellher materials.
• 50,000 pantone matched logo bugs
• 120,000 orange and white balloons: printed with 1 spot colour and then packed 5 of each per bag
• 50,000 car window stickers and 50,000 fridge magnets: both in the shape of the speech bubble and pantone matched
• 60,000 pens: orange with screen printed logo in two positions

We presented multiple items which would appeal more to girls aged 12 to 25 and came up with a list of items ranging from iPod socks and branded flip flops to beach mats and Fairtrade cotton bags.

In the end, our client decided to go with a branded nail file, printed both sides and packed in 50s for ease of distribution.

Most recently we have produced a mini lipgloss, complete with loop to attach it to a mobile phone or keys. The lipgloss container was screen printed with tellher.com and filled with a cherry lipgloss – conforming to Cosmetic Products (Safety) Regulations 2004.

All items produced for the tellher campaign met the needs of the client, were well received by consumers and helped drive awareness figures up to ensure the client met its key performance indicators for the year.