Case Studies

Tobacco in the Workplace Initiative

Brief

To find eight companies to take part in the Tobacco in the Workplace Initiative. This initiative was designed to help major employer’s to support their staff’s smoking cessation.

Results

BDS successfully sourced eight companies, McVities, Chartered Institute of Personnel & Development, Scottish and Newcastle, Procter and Gamble, The Body Shop, Forte, Dixons and Unipart, who agreed to take part in the Tobacco in the Workplace Initiative. The companies were targeted to broadly represent British business and reach a large proportion of the target markets, as set out in BDS’ original strategy: C2DE least advantaged adults.

Screensaver

Brief

The screensaver was an interactive support tool for consumers wanting to give up smoking, based on the Prochaska Change Model. This was to be marketed to consumers and businesses (for their staff) through a direct mail campaign, and virally on the internet. BDS were asked to secure a sponsor to fund the development of the screensaver.

Results

BDS followed their initial research discussions with Nicotine Replacement Therapy product manufacturers by obtaining an offer to sponsor the screensaver from Superdrug.com.

Promotion of the NHS Smoking Helpline Telephone Number

Brief

Following the introduction of the new NHS helpline number, BDS were asked to devise a cost-effective way to publicise the new number. We recommended the introduction of a new ‘no smoking’ sign that carried the NHS number, and the www.giveupsmoking.co.uk website address. We also targeted and contacted venues with high footfall from the public, to persuade them to use the sign.

Results

BDS secured over 1000 venues by attaining partnership with targeted companies (for example London Luton Airport, P&O Stenna Line, Debenhams, John Lewis, Odeon Cinemas and First Group Plc among many others) who agreed to prominently display the signs.

BDS successfully sourced eight companies who agreed to take part in the Tobacco in the Workplace Initiative.

Travel Communication Programme

Securing the right partners

How do you generate interest for a sign up form? Get the right people involved, guide and support them in promoting the initiative and watch awareness grow.   

Impressive, fast results

450 cooperating partners in just 4 months, including Boots, TUI and  Teletext actively promoted the initiative online and offline. In total, 8.million leaflets were  distributed, which quadrupled the monthly sign up levels to 1 million.

Minimal input, maximum savings

Very little input was required from the client- thanks to the pro-active reporting and approval system we set up. 

Highly cost effective, boasting the same results as if the client had spent millions on an advertising campaign. A huge success!

Monthly signups increased from 250,000 to 1 million!

Cooperating Partners

Sponsorship strategy and partnership/sales 

A unique sponsorship opportunity

BDS obtained a number of sponsors who paid a seven-figure sum. As part of the sponsorship benefits for a P&G hair shampoo brand the sponsor ran an on-pack promotion to win the benches from the England Dressing Rooms.

An Auction
Which included items ranging from bricks taken from the twin towers to changing room benches to old programmes.

Corporate Packages
Including attendance at dinners and also the opportunity to take part in the last games ever to be played at the Stadium.

Books and Videos
A commemorative book celebrating the full history of the ground and some of the most famous games played.

Sponsorship strategy

Environmentally friendly transport link

Due to open in 2021, the DART is a £225m investment, which will provide passengers with a more environmentally friendly and efficient transport link between the Airport and Luton Airport Parkway Station – whilst replacing the existing bus system.

This exciting project is part of a broader £1.5bn, 10-year Luton Investment Framework plan, which includes building new offices, hotels and business parks close to Luton Airport Parkway Station, including in Bartlett Square.

 

A major part of Luton Airport’s growth strategy

Luton Airport currently attracts 18 million passengers per annum which is estimated to increase to 25 million in 2029. The DART forms a major part of this development and growth strategy.

 

Increasing sponsorship value

The Sponsorship Strategy and Business Plan will provide recommendations on the commercial programme for DART, including how potential partners can engage with the high volume of annual passengers at Luton Airport but also, to significantly increase the sponsorship value by building other assets, such as signage on major nearby roads and brand presence at mainline stations, into the sponsorship opportunity.

Sponsorship strategy and activation

Transformation through collaboration

Make the Future Live is a global programme to deliver transformation through collaboration towards a lower carbon future, comprising:

Shell Eco-marathon

An international student challenge to design, build and test the world’s most energy-efficient vehicles.

Energy Summits

Convening global thought leaders and innovators to debate, collaborate and drive progress towards a lower carbon world.

Amplification

An always-on digital ecosystem providing reach and engagement via social and digital platforms.

We have developed the global partner programme strategy through the creation of an engaging worldwide collaboration platform, linking to the UN Sustainable Development Goals (SDGs), and providing a major opportunity to reach current and future leaders, innovators and enablers in energy transition.

We have been appointed to implement this strategy in 2020 and beyond. In 2020 Make the Future Live events will take place in California, Kuala Lumpur, London, Beijing, Rio de Janeiro and Johannesburg.

Sponsorship strategy and partnership

Scoping opportunities for new hospitals

Phase 5 which will combine the Eastman Dental and Royal National ENT Hospitals, and Phase 4, a new Cancer and Surgery Centre.

UCLH hospitals employ 8000+ staff, and each year treat over 500,000 outpatients and over 100,000 patients. In partnership with University College London, UCLH has major research activities as part of the UCLH/UCL Biomedical Research Centre and the UCL Partners academic health science centre.

In 2016, bibliometric analysis commissioned by the National Institute for Health Research (NIHR) and carried out by RAND showed that UCL researchers are the most highly cited in England for Biomedical and Health Research. Its hospitals are also major teaching centres and offer training for nurses, doctors and other healthcare professionals in partnership with City, University of London, Kings College London, London South Bank University and UCL Medical School.

Did you know?

The rich heritage of the Eastman Dental Hospital dates back to 1926 when George Eastman donated £200,000 (plus another £100,000 from two other principal benefactors) for the establishment of a specialist dental and oral health clinic for the benefit of poor children in Central London. Later it was established as the postgraduate dental institute; with a lasting legacy as it is now the largest provider of postgraduate dentistry teaching and training in Europe.