We spread the word on behalf of Pop 4 Diabetes.
THE BRIEF
Shane Board (25) was honoured with a British Citizen Award in recognition of his work for Pop 4 Diabetes, a non-profit fundraising organisation, working to raise funds to find a cure for type 1 diabetes. We were tasked with generating as much regional coverage as possible in light of his prestigious achievement.
THE CHALLENGE
To boost awareness of Pop 4 Diabetes’ work over a short 4 week project. Given that the third sector is busy with many fantastic charities doing great work, we needed to ensure people bought into Shane’s story and his work.
THE SOLUTION
We created a holistic strategy that utilised all media channels available to us. Given the time limitations, we cast our net wide to reach regional radio stations, local news channels and regional titles. We wanted to focus on TV and radio in particular, to ensure Shane’s personality and the Pop 4 Diabetes’ message came across.
THE OUTCOME
We secured an interview for Shane on ITV Meridian News (625,000 viewers), winning prime time TV exposure for the Pop 4 Diabetes cause! A series of regional print coverage was achieved, including the Bournemouth Echo (Circulation: 18,049) and Dorset Life Magazine (Circulation: 10,000) and a series of radio interviews including; BBC Radio Solent, Forest FM, Hope FM and Hot FM also took place.
