National Pregnancy Week 2003 - sponsored by Sainsbury's Supermarket

National Pregnancy Week was launched in 1995 as Tommy's annual media driven awareness campaign providing information for expectant mothers and their families about pregnancy health.

We have always worked with corporate partners on this event to help us disseminate information and raise funds for our work. Our past partners have included Boots, Tesco and Mothercare. In 2003 Sainsbury's were the sole sponsor, below is a case study of the relationship.

Sainsbury's Objectives

To increase Sainsbury's profile as a 'Family Friendly' store
To promote Sainsbury's baby products

Mechanics

Integration into National Pregnancy Week media campaign, including celebrity features, viral marketing, radio and national, regional and consumer titles
Joint branding (see above logo) which was used on all National Pregnancy Week materials: posters, T-shirts, information packs, fundraising packs and in-store activities
A national survey of pregnancy and travel
Healthy Pregnancy leaflet for all Sainsbury's stores with Pharmacy's
Dedicated micro-site about National Pregnancy Week and Sainsbury's

Results

Sainsbury's gained coverage in:

102 media titles
Total circulation of 26 million including radio interviews

National Pregnancy Week was featured in The Sun, The Evening Standard, The Mirror, The Express and 72 regional titles including a 6-page supplement
Money was raised in store to fund the sponsorship through donations to Tommy's on selected baby products

Examples of some media coverage achieved for Tommy's National Pregnancy Week 2003

The Sun

The Evening
Standard

The Mirror

Practical Parenting

Find out more ...

To find out more about sponsorship opportunities please get in touch with Tommy's corporate team on 020 7398 3420 or by email to bwicksteed@tommys.org.