Voluntary: CRY goes to the heart of the matter

The heart charity wanted to be on the front foot in response to the on-pitch collapse of Bolton Wanderers' Fabrice Muamba earlier this year.

Trinity PR placed CRY at the centre of responses
Trinity PR placed CRY at the centre of responses

Campaign: Issues management following the collapse of footballer Fabrice
Muamba
Client: Cardiac Risk in the Young (CRY)
PR team: CRY and Trinity PR
Timescale: March 2012
Budget: Part of £2,500 monthly retainer

OBJECTIVES

To provide expert comment on the causes of, and ways of preventing, sudden cardiac death in apparently fit and healthy young adults.

STRATEGY AND PLAN

Interviews with CRY spokespeople including cardiologists such as Sanjay Sharma and the CEO were set up with a range of media outlets within tight deadlines. Families affected by sudden cardiac death were approached to appear on TV, while celebrity patrons of the charity such as Pixie Lott were invited to comment.

MEASUREMENT AND EVALUATION

Coverage included interviews on Radio 4's Today programme and Sky News. In-depth features were placed in publications including New Scientist and Nursing Times.

RESULTS

Visits to CRY's website increased ten-fold in the 48-hour period after Muamba's collapse. Screening sessions organised by CRY were booked up almost overnight. Online fundraising on sites Justgiving, MyDonate and Virginmoney were up 52 per cent on the same period in 2011.

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