Project Description
the case
The Press and Information Office (Γραφείο Τύπου & Πληροφοριών), on behalf of the Ministry of Health, commissioned a nationwide awareness campaign on water safety and drowning prevention. The main focus was to promote safe swimming practices to adults aged 50+, a demographic shown to be at higher risk for accidents in aquatic environments.
The campaign needed to deliver a public safety message in a clear and engaging way, target a specific age group (50+) across Cyprus, maximize reach and cost-efficiency within a set budget and provide verifiable results with official media traffic data.
our approach
R Digital designed and executed a digital-first campaign with a focus on video content distribution through carefully selected local news and media portals. The strategy placed particular emphasis on accountability and efficiency. Each media partner was assessed on visitor demographics, CPM rates, and the ability to deliver impressions consistently across the campaign period.
Key steps:
- Audience Analysis – Evaluated demographics and traffic reports from premium Cypriot media.
- Media Plan Design – Selected portals with the highest relevance to the 50+ audience.
- Budget Allocation – Distributed investment across platforms based on CPM efficiency and audience fit.
- Campaign Management – Oversaw booking, delivery, monitoring, and optimization of placements.
- Reporting & Accountability – Collected certified transmission reports and provided a consolidated performance analysis to PIO.
results
By the end of the campaign, more than 1.7 million impressions had been delivered to the target audience. The message of water safety successfully reached people 50+ across Cyprus, combining educational storytelling with precise digital targeting. The results not only underscored the importance of well-planned media strategy in public awareness initiatives but also highlighted how digital channels can effectively engage older audiences when backed by data-driven planning and clear objectives.
This collaboration between the Press and Information Office and R Digital stands as an example of how thoughtful strategy and execution can transform a vital public health message into meaningful, measurable impact.
