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Red-top-style copywriting gets builders talking about health

Builders are reluctant to seek medical help when things go wrong. Fit Builder was a government programme to test whether sending medical teams to building sites would encourage builders to talk about work-related illnesses. The accompanying newsletter was a red-top pastiche filled with unashamedly laddish innuendo. As a copywriting technique, it worked. According to contacts at Travis Perkins, copies flew off their trade counters faster than any other materials.

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Download the Fit Builder newsletter (PDF: 572KB)