BIJL PR DEVELOPS EARNED MEDIA FOR TWO EFFIE-WINNING CAMPAIGNS

6 November 2019

Last night, the ‘Alliantie Nederland Rookvrij’ (Alliance for a Smoke-free Netherlands) and the Hartstichting (Dutch Heart Foundation) both received a bronze Effie for the ‘Rookvrije Generatie’ (‘No-smoking generation’) and BuurtAED (Neighborhood AED) campaigns, respectively. Bijl PR created and developed the earned media strategy and execution for both of these campaigns.

BuurtAED

Every week, 300 people suffer from a stroke outside of the hospital, usually in or around the house. In those types of situations, the first six minutes after a stroke are crucial, and an AED (Automatic External Defibrillator) can save lives. The ‘Neighborhood AED’ (‘BuurtAED’) campaign for the Dutch Heart Foundation, in collaboration with Triple Double, counted on neighbourly spirit to get people to come together and purchase and maintain an AED. By working together with Philps, we were able to offer the AEDs for a reduced price, and the neighborhoods themselves set up a crowdfunding campaign to pay for the rest. We supported the campaign by using a smart strategy for national, regional and local media outreach. Stories from initiators, such as this one in Hart van Nederland, in part, resulted in the final result of 1485 new AEDs. Lots of media covered the ‘BuurtAEDs’ campaign.

The Netherlands Smoke-Free

The Hartstichting (Dutch Heart Foundation), KWF Kankerbestrijding and the Longfonds (Dutch Lung Foundation) are united in the ‘ Alliantie Nederland Rookvrij’ (The Alliance for a Smoke-free Netherlands). Together, they want to reduce the physical and visual exposure of children to tobacco smoke to zero, by making tobacco less attractive and less accessible. Their ultimate goal: allowing the new generation to grow up completely
smoke-free. The ‘Smoke-free Guarantee’. Bijl PR supports the Publicis campaign via earned media, by raising arewaress/focussing attention on, among other things, smoke-free sport fields, both national and regional. Bijl advises the Alliance on communication issues.