tenby10

'For the future we all want'

Purpose Branding, Social Impact, CSR Initiatives, G-Think

“The Awareness Campaign results are the best I’ve ever seen for community engagement”.

Dr Kevin Buckett, Director of Public Health, SA Health.

 

Brief:

Port Pirie is home to the world's largest lead smelter and is part of Nyrstar's global operations. In 2005, only 48.3% of Port Pirie children aged under five met the World Heath Organisation standard of having a blood lead level of less than 10 micrograms per decilitre. In conjunction with SA Health, Nyrstar set an objective to reduce the blood lead levels of 95% of the community's children aged under five to 10 micrograms or less per decilitre of blood by the end of 2010.

 

Strategic thinking:

To date all communication to the community around the lead issue had been technical and largely consisted of typical public heath message jargon. As a result the community was highly charged around the issue. Strategically, we set about developing a three-step approach:

  1. Galvanise the community by changing the conversation, highlighting positive developments happening in and around Port Pirie to ultimately offer the community a sense of optimism.
  2. Launch the tenby10 campaign platform (creatively based around the everyday use of the number '10') and communicate the tenby10 objective in a way that the community could understand, relate to and connect with.
  3. Engage the community on a grassroots level and empower them to take ownership of the tenby10 objective.

 

 

Creative:

Creatively, the tenby10 campaign was developed to offer a message of hope and health for the community, encapsulated by the ‘For the future we all want’ campaign proposition. By creating simple associations with the tenby10 objective, the shift in conversation quickly translated into action.

 

The Results:

97% awareness of the communication campaign about blood lead levels.
94% say they know what the tenby10 campaign was aiming to achieve.
82% claim to have taken specific actions to minimise their children’s blood lead level.

“Blood lead levels in children have improved significantly, from 48.3% of children recording a blood lead level of less than 10 micrograms per decilitre in 2005, compared to 72.1% in 2010 (now 82% in 2011).”
SA Health Minister, John Hill.