Social isolation is a growing problem in the UK, particularly amongst our ageing population.
This means helping people come together has never been more important. When a client specialising in tackling loneliness
approached us for a pre-Christmas event PR campaign, we were happy to lend a hand.
Objectives
Our client, The Oddfellows Society, wanted event PR assistance to promote the regional wine and cheese evenings
being held across the UK in the run up to Christmas. The intention being to help people get out, socialise, and meet new friends.
The priority for this was to engage local and regional press, outlets best-placed to target the key demographic in areas where events were taking place.
Strategy & Plan
We began by shortlisting publications and broadcasters in all relevant areas.
Next, we drafted press releases specific to each location and site, containing compelling statistics gleaned from research
into the problem of loneliness, along with details of the event which included wine and cheese tasting with a hamper giveaway,
in addition to an opportunity for socialising. This was then issued to editors and reporters.
Initial contact was then followed up with direct calls to journalists, re-iterating the aim of the campaign and the significance
of the Christmas period within the context of isolation, depression, and similar social problems.
Measurement & Evaluation
Our work was measured on a hit-by-hit basis; the number of stories that appeared in the UK’s regional and local media
with full details of event times, and locations.
Results
The Oddfellows Society campaign was successful, achieving coverage across the UK in all regions where events were taking place.
In total there were 11 individual hits in UK press for 12 events.
Broadcast coverage was secured for the Salisbury evening on BBC Radio Wiltshire.
All events were well attended.
