CAMPAIGN: Broadcast PR - Finely tuned PR exercise raises cash

Clients: The UK Radio industry, Terrence Higgins Trust, The Variety Club, The Royal National Institute for the Blind, Centrepoint

Clients: The UK Radio industry, Terrence Higgins Trust, The Variety

Club, The Royal National Institute for the Blind, Centrepoint



Campaign: National Take Your Radio To Work Day



PR Team: emr and X-trax magazine



Timescale: February - July 2000



Budget:Nil, as emr and X-trax did not charge





National Take Your Radio To Work Day (NTYRTWD) was established in 1998,

when several radio managers approached the rest of the industry to

organise a simple, low-profile project intended to boost workplace

listening among selected stations. This year, however, the radio

industry had gained confidence and a more proactive campaign was

launched, aiming for participation from every radio station nationwide.

The campaign was also used as a charity fundraiser.





Objectives



To boost daytime listening in the workplace, bringing together a divided

radio industry and involving several credible charities, each spreading

messages to create awareness. To associate an annual event with the

charities establishing a regular campaign that achieves at least 3,000

items of coverage each year.





Strategy and Plan



Three months prior to the day, X-trax magazine, the radio industry

sourcebook run by emr, ran a teaser campaign of the day, only revealing

full details in April and May. This was backed with industry and

celebrity endorsements.



To increase accessibility for presenters and listeners. X-trax set up a

website; www.nationaltakeyourradiotoworkday.com with complete details of

the day. Many radio stations held an on-air promotions for the day with

Radio One running on- air auctions selling gifts such as telephones

designed by William Hague. There were also numerous song request shows

and companies were asked to donate to charity if they took part in the

initiative. To ensure awareness and blanket support across the industry,

the liaison team met the heads of every influential commercial radio

group, and the director of BBC Local Radio. Comprehensive press packs

were sent out to organisations with less central control.



Co-operation was one of the main themes underpinning the campaign. To

encourage this, X-trax organised a photo shoot with rival London-based

radio presenters, along with interviews from spokespeople from each

charity.



They also paired up representatives from different charities, to

emphasise the teamwork onus of the campaign.



To increase communication, the liaison team got in touch with the

communication departments of major companies in each area, to enable

X-trax spokespeople to run an evening of light-hearted updates with

radio stations, about events going on throughout the country. The

production team assembled a comprehensive package of radio jingles,

indents and sweepers to suit every station involved, featuring messages

of support from stars such as Michael Caine, Roger Moore, and Bob

Hoskins.





Measurement and Evaluation



Over 10,230 items of coverage were achieved on every radio station in

the country, stretching over 190 hours. Stations received calls from

listeners who had taken their radio to work in places as diverse as a

convent, an abattoir, sewage works and an undertaker.



Letters from across the industry termed it a ’wonderful industry

initiative’, applauded the idea and commended the way the National Take

Your Radio To Work Day was organised. Paul Gambaccini’s speech at the

Sony Radio Awards highlighted the day as exemplifying the unique way the

industry could work together.



The charities benefited from the nationwide exposure and just over

pounds 3,000 has been raised to date as a result. Listening figures for

radio stations are still being analysed, but judging from the strong

reaction from everyone involved - including praise from the Performing

Rights Society - enduring higher audience figures are a strong

possibility.





Results



NTYRTWD was an ideal vehicle for the charities, because not only did it

provide promise of future annual events but it also gained respect from

the industry, from the charities and from the general public. When asked

whether they would become involved in the project again in future years,

a spokesperson for one of the charities involved, the Terence Higgins

Trust, replied, ’Definitely. It was a worthwhile campaign for all

involved.’



Audience targets were exceeded beyond all anticipation and substantial

amounts were raised for the charities involved in the campaign, even

though it was not originally intended as a fundraising event.



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