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