Covidien – Profile Raising Around Obesity
Date of work
Lexington was commissioned to lead on media and public affairs engagement for medical devices manufacturer Covidien, in order to raise their profile and focus political and media attention on surgery as a practical and economically viable solution to severe cases of obesity. The primary focus of this project was a cross-Europe study into attitudes towards obesity.
Lexington devised a comprehensive public affairs and PR engagement plan spanning six months, supplementing this with regular monitoring of the political and media conversation around obesity. For the survey, Lexington worked to establish the key media hooks amongst the raw UK data and created press releases tailored to local regions across the UK to maximise coverage, as well as to specific demographics such as older people, men and women. Comprehensive media lists were drawn up, with a view to ensuring the widest possible coverage.
Lexington sold in the research exclusively to Sky News and the Daily Mail, securing both broadcast and print coverage on the day of the launch. We then worked more broadly to place the report in most major print titles and across broadcast and magazine targets, with tailored approaches to consumer media based on different aspects of the findings. Lexington also coordinated case studies and expert interviewees, and led on the development of a series of infographics for social media use.
The key findings of the survey were covered by two national news programmes, five major national papers (both print and online), four health sector websites and 120 local papers.