Pfizer: “Healthy Town” with The Irish Times

The Challenge

Wilson Hartnell worked with Pfizer and The Irish Times to devise the “Healthy Town” concept. The ultimate objective for Healthy Town was to improve the overall health and wellbeing of a community through a dedicated initiative.

Our Response

Kilkenny was selected as the location for Healthy Town. Wilson Hartnell devised a ten week programme consisting of free health checks, information meetings and exercise groups. We created meaningful relationships with local stakeholders including the County Council, GAA, sports partnership, businesses and media.

A launch event was held in the Parade Tower in Kilkenny with all the local businesses, stakeholders and partners attending. Kevin O’Sullivan, Editor of The Irish Times, and David Gallagher, MD of Pfizer, were joined by Mayor Seán O’hArgáin to announce the initiative and describe how it would help the people of Kilkenny become healthier. We also arranged a photocall with Olympic gold medallist Katie Taylor, fresh from her win at the 2012 London Olympic Games.

The people of Kilkenny received free health checks on BMI, cholesterol and blood pressure. They also received one-to-one counselling on the results and what lifestyle changes they should undertake. The schedule of activity then kicked in with public information meetings, practical demonstrations, exercise sessions and nutritional advice. It was carefully designed to cater for every part of the community and varied levels of health and fitness. Each week had a different theme such as nutrition, physical exercise, mental health, nutrition for children etc.

The Results

Wilson Hartnell ensured that there was high awareness for the initiative via local press and radio, advertising and other promotions. By the end of the ten weeks almost 300 people availed of the health checks and over 500 people attended an information meeting, took part in a weekly walk or joined a training group.