Our challenge To engage with 'hard to reach' groups (C1C2D) to increase the use of local NHS Stop Smoking Services (LSSS) by encouraging smokers who want to quit to seek advice and support with their smoking cessation attempt.

Our mission We developed a branded explorer vehicle, in the style of a drop-in clinic and took the 'Your Moment to Quit' roadshow around seven cities in the UK. We collaborated with the NHS services and a smoking cessation charity to offer brief interventions and thorough consultations at each event. We also piloted an event day in an industrial workplace to offer smokers the opportunity to kick the habit. Polaroid snapshots were captured of smokers posing in front of a stand captioned 'Your moment to quit' after their consultation.

A shared reward As a result of the campaign 526 potential quitters received in-depth consultations with a stop smoking expert with 144 people receiving carbon monoxide tests. Approximately 1,600 bags containing information booklets, information and contact details for the LSSS and stress balls were distributed at the roadshows.

Our challenge To educate women with post menopausal osteoporosis on the importance of long-term treatment for their condition

Our mission We developed an innovative campaign endorsed by key opinion leaders. The impact of untreated osteoporosis over 4 years is highlighted in the campaign using a visual representation and animation. As part of the campaign we also conducted a pan-European survey to highlight the impact of osteoporosis for women and identify their thoughts and fears. The campaign was launched at a media briefing at EULAR in 2008.

A shared reward Each market was given a toolkit of collateral to adapt and implement local PR activity. This has generated 66 pieces of on-message consumer and medical coverage to date.

Our challenge To provide local NHS Stop Smoking Services (LSSS) staff with tactics to manage the anticipated increase in footfall of clients accessing LSSS, following the introduction of smoke-free legislation in England, and to ensure they were confident in giving advice to their clients about the full range of stop smoking medications.

Our mission We set out to create a buzz at the UK National Smoking Cessation Conference with the aim of delivering a clinical message to a largely non-clinical audience. We packaged the meeting concept via a novel theatre-based learning approach by working with a theatre company to develop and perform a set of role-plays. We created the 'Brief Encounters' concept, producing thespian posters and 'theatre ticket' flyers to attract delegates to the symposium's early morning slot. We ensured the session was practical, rooted in real life clinical practice and engaged the audience.

A shared reward The meeting attracted over 500 delegates with 95% expressing that they felt the actors and speakers were very engaging and informative. Smoke-free England started with a bang!

Our challenge To educate people diagnosed with high cholesterol on the benefits of food containing plant sterols and introduce them to miniCol – a heart healthy cheese alternative that looks and tastes just like cheddar.

Our mission We began by developing a strong campaign platform – Cholesterol Intelligence – providing a solid, long-term identity for our communications. The first activity was to create a clear and simple patient leaflet, designed to educate on ways to reduce cholesterol and prompt brand trial. The leaflet was distributed via a two-pronged approach: to healthcare professionals online to facilitate advice to patients, and directly to patients via GP surgeries and pharmacies to reach them at a time when they are seeking health advice. The inclusion of a money-off coupon provided a means of directly tracking the activity impact on brand sales.

A shared reward The activity will be fully evaluated after distribution is complete in April 2010. However, early indications suggest that brand sales have already shown an increase and leaflet distribution has now been extended to pharmacies within a leading supermarket chain in Q2 2010. Watch this space for full results!