Registered charity, The Howard Foundation, commissioned The Tonic Communications to launch a piece of scientific research based on a pilot trial which indicated that a specific nutritional formula could delay progression of Alzheimer’s Disease. The Tonic worked with scientists, nutritionists and the funding organisation to release the trial findings in the UK, developing a suite of content including a case study video to give a human face to the story.
As the trial was small, ensuring credibility was important, and therefore The Tonic brokered an exclusive with The Times. To gain maximum traction across print and broadcast media, a radio day was scheduled concurrent to press briefings, with opportunities secured in advance of launch day (June 2018).
Despite critique from the academic community due to the size of the trial and anecdotal evidence, the project delivered overwhelmingly positive coverage, with 295 pieces generated, including a 4-minute Sky News Sunrise segment as one of the campaign highlights. Other national coverage included the Daily Mail, Daily Express, talkRadio and extensive international and regional coverage, which delivered a readership of over 750 million and on-air listenership of 43 million. The total cost per thousand reached was just 5 pence. With results described by the client as ‘truly remarkable’, following the UK launch, The Tonic was commissioned to replicate its success in the US and European markets.