'Think Pink' PR campaign gets thumbs up in public poll

11 January 2006

Technology companies struggle to get the public’s attention

The Think Pink Breast Cancer awareness campaign created the most positive impression in 2006 among the UK public according to a survey of the years’ PR highlights and lowlights. 29 per cent of the 2,498 people questioned by YouGov in a survey for Rainier PR said that the campaign was the most positive and memorable of the year.

Think Pink pipped Google Earth, Borat and David Cameron’s Tory Party, among others, to the post. Despite huge public engagement in the trend towards social networking, and its acquisition by Google, YouTube polled only 15 per cent of the vote as best PR story of 2006.

The RED Campaign, which calls upon consumers to buy RED branded clothes in order to help fight AIDS in Africa, only polled four per cent of the vote, indicating that it is failing to resonate with consumers.

Despite a recent spate of ‘come-back’ interviews, more than half (53 per cent) of the public viewed Heather Mills-McCartney as having created the most negative buzz of 2006. Men and women were united in their opinion, with 51 per cent of men and 55 per cent of women voting Mills-McCartney as the biggest PR disaster of 2006.

Madonna’s adoption of an African child was viewed as creating the second most negative vibe, tailing some way behind Mills-McCartney with 20 per cent. Sony appeared relatively unscathed by the negative media coverage resulting from delays in the PS3 launch, with two just per cent stating that it had a negative impact on the brand. And despite some unique behaviour and parting ways with Paramount Pictures, Tom Cruise was only viewed negatively by six per cent of respondents.

“Single issue campaigns create clear standout because of their focus. Think Pink has been incredible successful by tackling a difficult issue in a pragmatic way and humanising the impact of cancer for patients, relatives and friends,” said Stephen Waddington, managing director, Rainier PR.

“Despite high profile coverage across multiple media types, technology campaigns are failing to imprint themselves on the public psyche. There are lessons the sector can learn from the successes of creative media tactics in other sectors,” added Waddington.

Rainier PR conducted the survey of PR highlights and lowlights during 2006 to see how more technology orientated campaigns squared up to celebrities and big name brands. Respondents were asked to select who had created the best PR buzz from The Think Pink Cancer Awareness campaign, The RED campaign, Google Earth, Borat, YouTube and the Tory Party under David Cameron’s leadership. Those put forward in the negative buzz category included Heather Mills-McCartney, Tom Cruise, Chelsea Football Club, Blu-Ray, Madonna’s adoption and the Sony PSP3.

All figures unless otherwise stated, are from YouGov Plc. Total sample size was 2, 948 adults. Field work was undertaken between 23rd- 27th November 2006. The survey was carried out online. The figures have been weighted and are representative of all GB Adults (aged 18+).