Leuchie takes to the airwaves
If you’ve ever had to do an elevator pitch, you’ll know just how tricky it is to sum up everything you do in just a few seconds.
That’s been an interesting challenge for us at Leuchie House this month as we’ve taken our first foray in to radio advertising.
We’re always looking at new ways to spread the word about Leuchie further. We know we have a good level of awareness in the Lothians, but less so in central and west Scotland.
We always have to weigh up carefully how we use our very limited promotional budget, but a radio advertising campaign seemed a good way to reach people there who could benefit from Leuchie’s unique service.
Just as you’d do if you were preparing an elevator pitch or writing a job application, we were faced with having to distil down to a few sentences all the great things that happen at Leuchie.
At the same time as we were deliberating and drafting scripts, to mark MS Week and Stroke Month, we launched a competition on Facebook to offer an 11-night break for two at Leuchie.
The response we had was incredible and some of the comments people made were heart-wrenching. Carers talked about the daily struggle of living with a long term condition, the lack of support, and how much of a difference a break would make.
The mists cleared and it became blindingly obvious what tack our radio adverts should take. As with most things, talking from personal experience is always the most powerful. So step forward Bob and Irene.
Our adverts, which went live last week on Smooth Scotland, tell the story of Bob, who has MS and his wife Irene who looks after him 24/7. In our two 30 second commercials, they talk about the toll this takes on them both and how a break away can make life so much more bearable.
We know there are thousands of people like Bob and Irene out there. Here’s hoping our campaign will allow us to have that kind of impact on many more of them.
By Mairi O'Keefe, Chief Executive, Leuchie House. Published in The East Lothian Courier on 24 May 2018.
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