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Background

Case Study – FSA Listeria awareness

A series of six weekly features were produced, looking at real life examples of food hygiene in the home, dispelling myths from the fifties and examining readers food diaries.

Written by Telegraph Health guru, Sheila Compton, and running in the ‘Health on Monday’ section, the case studies comprised editorial content warning of the danger of the disease.

Throughout the six features, a DM campaign was launched, inviting readers to write in for a free Listeria Check Kit. This call to action was to engage readers and drive the Listeria message into people’s homes through a free fridge magnet, with the Listeria message alongside a fridge thermometer.

The giveaway was supplemented with the insertion of a Listeria quiz into two articles, inviting readers to enter into a draw to win a £10 shopping voucher.

Sponsorship of The Daily Telegraph Crossword scribble pad for six weeks provided association with one of The Telegraph’s most renowned assets — providing direct access to a fiercely loyal fan base.

Connection

Listeriosis infection is a little understood condition with potential long term health issues for those infected. In severe cases Listeria can result in death. It is particularly dangerous for the over 60s.

Telegraph readers hit the target demographic.

Older readers have an active interest in their health, and a frequent consumption of Telegraph Health content.

The idea

Rewards

Use the Telegraph’s trusted Health editorial team, combined with its loyal reader base to communicate the FSA’s Listeria awareness and prevention message

Over 12,000 entries were received for the Listeria Check Kit and Sainsbury’s voucher offers.

Follow up letters were received from entrants asking when they were going to receive their kits.

Contact For more information on Create opportunities, call Emma Elford on 020 7931 3347

Raise awareness of Listeria and communicate its dangers to a target audience of 60+ readers

Brief