the question

Despite the topical nature of the issue, registrations for the blood testing programme remained below Eurofins’ expectations. We opted for an integrated approach, focusing both on recruiting new participants and retaining those who had already registered.

Several factors complicated communication: an uncertain start date, a complex registration process, language barriers and long waiting times for registered participants. This resulted in a dual-track communication approach: process communication on the one hand, and persuasive communication on the other.

an integrated approach that reaches everyone

Through a large recruitment campaign, using targeted advertising and out-of-home campaigns, we were able to steadily increase the number of registrations. We involved volunteers as intermediaries to target harder-to-reach groups. Through intensive process communication, we were then able to convert registrations into actual blood samples.

our impact

Throughout the project, we set up several communication initiatives: sending resident letters, setting up an email flow, developing campaign materials and rolling out the resulting campaigns themselves. This was always done in close consultation with the authorities involved.

communication strategy

Developing a communication strategy that focused not only on recruiting new participants, but also on converting existing registrations into actual blood samples.

stakeholder management

We brought many parties around the table to build (and maintain) support for the blood testing programme. The sensitivity of the issue required a thoughtful stakeholder approach that allowed all voices in the debate to be heard.

proximity communication

Strategic advice on drafting resident letters and communication towards the various neighbourhoods within the perimeter.

content creation

Creating and strategically distributing a range of communication materials: posters, flyers, large-format advertising posters, resident letters and visuals for social media.

project management

The multiplicity of partners, the sensitivity of the topic and the uncertainty surrounding the start date of the blood testing programme required intensive coordination with all parties through weekly strategic and operational meetings.