UK Malnutrition Awareness Week


Our client BAPEN leads the fight against malnutrition in the UK. As their retained agency we work with them all year round but in 2018 we conceived the first ever UK Malnutrition Awareness Week in order to coalesce their efforts with those of partners around a particular campaign and to raise their profile with multi-disciplinary health and social care professionals.

Our partnership strategy saw BAPEN teaming up with the Malnutrition Task Force, and other stakeholder organisations including the British Dietetic Association, Hertfordshire Independent Living Service, the University of Hertfordshire, the Motor Neurone Disease Association and Home Instead.

Our YouGov survey exposed a number of myths about malnutrition that we effectively packaged for media outreach to convince the public to self-screen. A clever media strategy designed to deliver some rather surprising ‘healthy eating’ messages led to extraordinary print and broadcast media coverage.

Meanwhile we created a range of materials for health and social care professionals to use and also coordinated their use in the community and voluntary sector through a partnership strategy. Our complementary social media campaign launched a suite of new content including an animation and featured a successful selfie campaign asking stakeholders to pledge their support.

Overall, we reached 12.2 million users on Facebook and Twitter, and our traditional media reach exceeded 62 million. And we exceeded our primary target driving people to the online self-screening tool with an almost 400% rise in visitors during the week itself.