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Dissemination of systematic review

The Behaviour and Health Research Unit (BHRU) appointed KISS to raise its profile and promote the results of its systematic review.

The client

The Behaviour and Health Research Unit is based in the Department of Public Health and Primary Care at the University of Cambridge. It concentrates on the four sets of behaviours (alcohol consumption, poor diet, physical activity and smoking) which cause diseases such as diabetes and cancer. The BHRU needed KISS to disseminate a systematic review it was publishing on portion, package and tableware size in collaboration with Cochrane, a global independent publisher of reviews in the health industry.

The challenge

​To raise the profile of BHRU and the research it produces

​To promote the results of its systematic review across national media

To create conversation surrounding the review of social media

The KISS solution

KISS produced a lay summary, abridged press release and email templates for selected audiences including trade and academic institutions. A social media strategy was also implemented across Twitter, targeting influencers in the behavioural research industry, leading journalists, NGOs and health bloggers. The PR strategy successfully distributed the systematic review, with coverage across national newspapers and lay summaries published in established health publications – sparking debate across the country. The research appeared in The Guardian, The Telegraph, The Independent, Huffington Post, Food Manufacturer and The Daily Mail to name a few. This had an audience reach of more than 19,234,484.

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On top of this, the Twitter strategy was extremely successful with over 21,000 impressions, 87 favourites and 1.5 per cent average engagement. The success of the strategy could be seen across the national press and social media the week following the release of the systematic review, with follow up releases and contributed articles still being published now.