BEATTIE WINS AWARD
Tuesday, 23 February 2021
Beattie, the integrated communications agency, has been recognised at the inaugural PR Week Healthcare and Pharma awards for its work in helping Specsavers communicate effectively to customers throughout the Covid-19 crisis.
Specsavers has remained open throughout the pandemic for urgent and essential care and to help alleviate pressure on the NHS.
As the first lockdown took hold, Beattie supported the in-house team in keeping customers the length and breadth of the UK informed about how they could access critical care and expertise safely in-store and through new digitally-focussed services as new Government regulations took hold – and confusion reigned.
Beattie CEO Laurna Woods said: “The changing nature of Government restrictions was extremely confusing to the public so it was really important that we were able to communicate clearly and effectively that people could still access critical eye and hearing health care and advice safely, whether in-store or through the new remote services that Specsavers had introduced for its customers.
“I am incredibly proud of the hard work, determination and tenacity demonstrated by our teams across the UK in consistently delivering saturation coverage of Specsavers Open for Care messaging locally, regionally and nationally in a hugely challenging and saturated news environment. They truly deserve to have received this prestigious recognition.”
The Open for Care programme was a huge success, leading to 50 percent of non-customers stating they were more likely to consider Specsavers having seen the messaging with a 35 percent year-on-year (YOY) increase in media coverage.
Ask the Expert – a new and unique Facebook customer group manned by Specsavers experts to answer less urgent enquiries and questions about eye and hearing care – saw membership uplift of 157 percent in just one week.
Katherine Whitton, Specsavers CMO, said: ‘The work during the last 12 months has truly demonstrated our brand purpose in action through the extraordinary work of our colleagues in-store as they were there when people in their communities needed support with their hearing and sight - making a positive difference to their lives.
‘From the storytelling of our colleagues and customers through to content designed to be helpful when people have been in lockdown the hard work has paid off through the results achieved.’
For further information please contact Laurna on 0800 612 9890.