Client: Hebrides Range Task Force
PR team: Burson-Marsteller
Timescale: June-December 2009
Budget: Less than £100,000
In June 2009, the HRTF launched a campaign to safeguard existing jobs at the Ministry of Defence's Hebrides Range facilities, following an announcement by the Government of its intention to consult stakeholders on a recommendation to downgrade facilities. The plans would see 20 per cent of the island workforce lose their jobs over a five-year period.
- To challenge the proposal to downgrade facilities at the site
- To reverse the decision to cut jobs on the Hebrides
Strategy and plan
The PR team commissioned an independent economic report on the impact of the proposals on the Hebrides. It also secured meetings with special advisers at the Treasury and No 10, along with key members of the Scottish Parliament and the UK Government.
Partnerships were built with allies such as the National Trust for Scotland and the RSPB. Media coverage was supported by a campaign website and petition. The HRTF's response to the consultation was submitted to the Ministry of Defence, Number 10 and the Scotland Office, accompanied by a lone piper and TV crews.
Measurement and evaluation
The campaign generated publicity on TV, radio, in print and online.
The recommendations were overturned and the island's jobs saved.