Campaign: Voluntary sector - Extraordinary show raises charity funds

Campaign: The boy who can never grow old
Client: Treloar Trust (Treloar's)
PR Team: Surrey House Corporate Communications
Timescale: 12 months (concept to broadcast)
Budget: Part of an annual retainer of c.£40,000

Treloar's is a registered charity that maintains a college for severely physically disabled young people from the UK and overseas, providing full board and around-the-clock medical care.

OBJECTIVES

- To increase public awareness of Treloar's Trust and affiliated school

- To drive continued support and increase pupil enrolment.

STRATEGY AND PLAN

Surrey House advised Treloar's to raise public awareness through a TV documentary. So a group of seven boys with the muscle-wasting condition Duchene Muscular Dystrophy volunteered to be filmed for an hour-long documentary for the Channel Five series Extraordinary People.

Surrey House and Five's press office ran a media campaign a month before airing.

MEASUREMENT AND EVALUATION

Before the broadcast, there were pieces in The Observer and Daily Mail, and articles in medical, charity and disability press.

Treloar's publicity continued, including a report by Radio 4's You and Yours.

RESULTS

More than one million viewers tuned into the documentary and Granada is now planning to make a second one.

Treloar has now launched a successful appeal for additional funding.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.