NHS Lincolnshire and ICON
The Brief:
We were approached by the marketing team at NHS Lincolnshire to help promote an important independent national programme they worked in partnership with called ICON. Although this programme runs throughout they year, it has a specific focus in September, and they wanted to give it some extra visibility across Lincolnshire throughout this month and beyond.
ICON helps people who care for babies to cope with them crying. They raise awareness about infant crying and how to manage it by supporting parents and carers. The principle idea is to prevent serious injuries, illnesses, and even fatalities caused by Abusive Head Trauma, often resulting from shaking a baby.
The thought process:
The original request was to cover as much of Lincolnshire as possible, but still to fit within a specific budget. We recommended bus advertising out of Lincoln, Grimsby, Scunthorpe and Skegness bus depots alongside the 11 x Alight digital billboards located across the county.
Unsurprisingly this took us well over the budget we had to work with, so we revised this down to a bus campaign out of the Lincoln depot. We felt this was the best compromise as the depot covers a good proportion of Lincolnshire with routes going in all directions out if the city.
Our approach
We recommended and it was approved for the campaign to run 15 x Streetliner adverts for an 8 week period starting in early September. This meant we would not only cover the whole of the month that had a national focus on ICON but would also extend for a longer period and keep the momentum going.
We felt that the larger Streetliner poster on the side of the bus would allow for a more comprehensive message. It would also hit both vehicles and pedestrians as the bus went past and have a long dwell time when stationary at bus stops.
The result:
The campaign ran from early September and gave fantastic coverage across Lincoln and the wider county region. The 8 week run gave the message longevity meaning more people were aware of ICON and what it means. A positive side-effect was we had a lot of overshow for the campaign with the poster still being seen on the side of buses in early Spring 2026.
The client was very happy with the campaign, and we continue to talk about new opportunities in the future.
For more details on ICON go to www.iconcope.org
For details on all forms of advertising, contact us at www.cgadvertising.co.uk
