It’s that time of the year when we all like to reminisce… we’ve been privileged to work with some fantastic clients, both new and retained, during 2017. It’s always hard to pick, but here’s a run-down of our favourite broadcast campaigns of the year.
Eden Project – The Big Lunch
The year started with a campaign for one of our favourite clients, The Eden Project, looking at the importance of neighbourliness, and highlighting that disconnected communities could be costing the UK economy £32 billion every year. To help promote their fantastic annual event , ‘The Big Lunch’, where local communities are encouraged to come together and help prevent social isolation, we facilitated a radio day with Peter Stewart, Eden Project Executive Director, and Tracey Robbins, Eden Project Communities Programme Delivery Manager.
With the help of plenty of regional case studies, we secured 30 pieces of broadcast coverage including BBC Radio 5 Live, Sky News Radio, BBC Radio London, and 9 other BBC regional stations.
Mischief and Sport England – This Girl Can
To support their client Sport England, we hosted a radio day featuring former Scottish rugby international and Director of Insight at Sport England, Lisa O’Keefe. ‘This Girl Can’ returned to inspire more women across the country to get active. Building on its continued success, this phase of the campaign was aimed at 14-60 year olds, encouraging them to overcome fear of judgment.
We were proud to be part of a fantastic ongoing project, and our radio coverage was a key component of a national, integrated campaign. The grand total? 29 pieces of broadcast coverage, including BBC Radio 2, Radio 4, Radio 5Live, Sky News Radio and 9 regional BBC radio stations.
British Gas – Apprenticeships
British Gas set out to dispel the myth that apprenticeships don’t offer a strong career foundation, and that young Brits could be limiting their futures by dismissing the value of apprenticeships. Shout! Communications ran a radio day to support British Gas during National Apprenticeship Week.
Our spokespeople were Craige Heaney, apprentice expert and Head of Learning and Development at Centrica, and Melissa Orton, a case study and customer service apprentice from Leicester. They, along with other local case studies, helped secure 17 pieces of coverage, which ranged from BBC Radio 4 to Jazz FM.
James Reed PR and Asphalt Industry Alliance – ALARM Survey 2017
Shout! Communications supported The Asphalt Industry Alliance (AIA) with their campaign around the launch of their Annual Local Authority Road Maintenance (ALARM) survey. According to their research, one in six roads were reported as being in poor structural condition thanks to a critical lack of funding. After filming B-roll to accompany our story, we launched a fantastic TV and radio campaign across national broadcasters to encourage the government to fix Britain’s roads.
AIA Director David Weekes, along with several other regional representatives, were interviewed across 20 pieces of TV coverage, including 6 national TV opportunities across BBC, ITV, and Sky, along with 14 regional TV opportunities. Radio coverage saw an unbelievable total of 62 opportunities! This included 10 national radio interviews (including BBC Radio 1, 2, 3, 4 and 5), 39 regional BBC radio opportunities and 13 other commercial radio interviews.
MSD Animal Health – The Big Tick Project
Perhaps our biggest campaign of the year, for our most successful retained campaign, The Big Tick Project continued to spread the word in April, encouraging pet owners to be more aware of ticks and the potential risk of disease transmission.
Regular spokesperson Chris Packham, the TV presenter and naturalist, along with the vet Dr Natalie Morris, helped launched ‘Tick Awareness’ in conjunction with MSD Animal Health. After 21 pieces of broadcast coverage, including BBC News Channel, Good Morning Britain, talkSPORT, talkRADIO and Sky News Radio, we were delighted to be nominated for 2 CIPR Excellence Awards and a PRCA National Award in 2017 for our continued work with this campaign!
Pancreatic Cancer Action – 10 Year Survival
In August, Ali Stunt, founder of the charity Pancreatic Cancer Action, became officially among the one per cent of pancreatic cancer patients in the UK who survive for more than ten years. To celebrate her achievement, and more importantly, to highlight the rarity of reaching such a landmark and the lack of awareness of symptoms from GPs and the public alike, Ali was placed on national and regional TV and radio stations throughout the day.
Along with NHS and television GP Ellie Cannon, we helped Pancreatic Cancer Action receive 43 pieces of coverage, including BBC Breakfast, several ITV News regions, Sky News Radio, talkRADIO and 12 regional BBC radio stations.
HROC and Project SHOUT – CO Poisoning in Children increases
In another long-term continued project, Shout! Communications supported agency HROC and Project SHOUT to reveal the alarming statistics surrounding children and carbon monoxide (CO) poisoning. The research found that the numbers of those attending A&E with suspected carbon monoxide poisoning was on the rise, with 500 cases reported in 2016 alone.
We worked with Rob Lyon, Campaign Director for Project Shout, as a spokesperson, and offered a number of regional case studies, to achieve 38 pieces of TV and radio coverage. This included Sky News Sunrise, several ITV News regions, BBC Radio 5Live, Sky News Radio and 16 interviews across BBC regional radio.
P&O Cruises – The Apprentice
We have worked with P&O Cruises to provide broadcast coverage for several years. After months of hard work, Shout! Communications were delighted to secure our biggest piece of coverage yet; BBC One’s The Apprentice.
The show was filmed on P&O Cruises’ flagship vessel Britannia and looked fantastic, particularly in the aerial pictures filmed at night. The programme showcased some of Britannia’s most beautiful features, including the sun deck, some of the fine dining restaurants and the glorious atrium. All of the 5 million viewers watching would have surely wanted to be on board!
Despite 2017 being full of political events, terrorist attacks, and other news stories that can make or break broadcast PR campaigns, Shout! Communications continued to secure high quality broadcast coverage for all our clients – we hope to build on this even further next year. Make sure to keep an eye out for our looks ahead to 2018 in the coming weeks!