Campaigns case study: NatCen reveals big change in attitudes

Every year, not-for-profit social research body NatCen Social Research releases the British Social Attitudes report, which asks more than 3,000 people how they think Britain is run.

Social survey: The report asked people about their attitudes to Britain
Social survey: The report asked people about their attitudes to Britain

Campaign    British Social Attitudes Report: Hard Times, Harder Attitudes
Client          NatCen Social Research
PR team      Blue Rubicon
Timescale    July-October 2012
Budget        £25,000

 

Objectives

  • To build NatCen brand awareness and encourage engagement and consideration, particularly among policymakers
  • To target national, broadcast, trade, online, blogs and consumer outlets

 
Strategy and plan
Blue Rubicon launched the report ahead of the party conference season.  It focused on data that showed the proportion of people in favour of increased public spending had risen for the first time in a decade, while satisfaction with the NHS had gone down for the first time in the same period. This created stories that gained prominence by challenging the Government’s plans.
 
Measurement and evaluation
The BSA report had more than 150 pieces of coverage, including the Financial Times and The Sun, as well as BBC Radio 4’s Today programme and in more than 50 blogs.

Results
The report received 2,800 Twitter mentions and a 122 per cent increase in the number of hits on the NatCen site in 2012 compared with BSA launch day in 2011.

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