Campaign: Second Opinion

Mark Flannagan, director of communications and campaigning at homelessness charity Crisis, has led activity around Crisis Open Christmas.

No one can have missed the debate about 'super casinos'.

Ensuring that external pressure was maintained through good media coverage, while continuing to lobby internally with a Select Committee appearance, was tactically sound and shows integration between PR and policy. The decision to work in partnership with the Methodist Church was good, although it would have been better to see an additional, non-religious partner.

It was gratifying to see the comms team provide background briefings on demand and build relationships with journalists.

This has most of the elements for a successful, integrated campaign, although an online response mechanism for the younger audience would surely would have had them responding more readily.

The coverage spanned the desired range and it was clear that targeted briefing had taken place, giving coverage where the proposed casinos were to be. The objectives appear to have been met, with the press using phrases such as 'climb-down' to describe the Government's U-turn.

Overall, a strong campaign with clear outcomes that will make the Government think twice about future proposals.

Creativity: 3

Delivery: 4

7/10

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