Royal Mail to run obesity campaign (UK)

Further to Royal Mail’s own direct mail marketing campaign, the postal provider is to deliver a direct marketing campaign for the government.

The campaign will be aimed at tackling child obesity and is thought to be worth GBP£75 million, according to Brand Republic.

Department of health figures have shown that almost one in four children of school-starting-age are overweight.

Royal Mail head of government marketing James McGruer says direct mailing will make more people aware of the problem.

A recent survey showed that direct mail was the most effective way of communicating with the public as far as the health sector goes.

Over half (52 per cent) of respondents said they used the mail to communicate all important health information, while only 24 per cent used email.

The effectiveness of any direct mailing campaign can be increased by personalising the addressing of correspondence.

Marketers should always ensure the quality of data they hold is as high as possible to ensure a campaign’s success.

Further to Royal Mail’s own direct mail marketing campaign, the postal provider is to deliver a direct marketing campaign for the government.

The campaign will be aimed at tackling child obesity and is thought to be worth £75 million, according to Brand Republic.

Department of health figures have shown that almost one in four children of school-starting-age are overweight.

Royal Mail head of government marketing James McGruer says direct mailing will make more people aware of the problem.

A recent survey showed that direct mail was the most effective way of communicating with the public as far as the health sector goes.

Over half (52 per cent) of respondents said they used the mail to communicate all important health information, while only 24 per cent used email.

The effectiveness of any direct mailing campaign can be increased by personalising the addressing of correspondence.

Marketers should always ensure the quality of data they hold is as high as possible to ensure a campaign’s success.