Piaras Kelly PR - Public Relations in Ireland

The HSE has launched an excellent public information campaign in the South of Ireland which demonstrates clear audience segmentation, something which many campaigns often fail to take into account. The Irish Independent reports that the campaign is designed to combat “low levels of awareness in Cork and Kerry about sexual health services which are available to them…The HSE is now teaming up with the Construction Workers Health Trust to distribute ‘Men at Work’ information packs which include two free condoms and tips on self examination for testicular cancer.”

What I really like about the campaign is that with all the tools available to communications professionals today, a lot of organisations get lost in mumbo gumbo and overlook the obvious. Building customer communities is something that’s creating a lot of buzz at the moment. Quite often, those communities are already in place and can be communicated with. The HSE’s campaign provides a good example of this by targeting a profession dominated by men.

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