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The brief:

To raise the profile of trichology and its medical authority in the public sphere, as well as to promote the reputation of the Institute of Trichologists (IOT) as the leading professional association for trichologists.

The campaign:

A full press office service including:

  • Proactive media campaigns targeting trade and consumer titles to generate high-quality branded coverage on issues such as hair loss, post-partum hair and the science behind going grey
  • Kickstarting the Institute’s social media presence to promote its educational agenda & internal developments
  • Cultivating a media panel of expert trichologists to provide reactive media comment on topical issues
  • Assisting with and advising on the Institute’s internal communications strategy and website blog feed, as well as creating press office materials including media bulletins, flyers and infographics

Influence & impact:

  • Over the course of 15 months, 37 pieces of editorial coverage have been achieved for the IOT, hugely raising public awareness of trichology and trust in the Institute. Coverage highlights include The Daily Telegraph, The Times & Sunday Times, The Independent, Daily Express, MailOnline, Yahoo, The Sun, Metro, Woman & Home, Harper’s Bazaar and Yours Magazine
  • As part of editorial outreach, two high-profile TV opportunities were secured for the Chair of the Institute. Eva Proudman MIT appeared on Channel 4’s Steph’s Packed Lunch and ITV News Granada, both of which resulted in a significant uplift in enquiries

Total reach exceeds 800m while total advertising value stands at approximately £425K

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