Campaign: Typhoo Sports for All
Client: Typhoo Tea
PR team: Cirkle
Timescale: May-November 2010
Cirkle was asked to promote Typhoo's annual Sport for All campaign, which aims to make sport more accessible for disabled people.
- To raise awareness of Typhoo's Sports for All initiative among consumers
- To encourage sports coaches to register for 500 free courses, which explained how to teach sport to disabled people.
Strategy and plan
The PR team recruited 7/7 survivor Martine Wright as an ambassador to raise awareness of the role sport can play in a disabled person's life. Wright lost both her legs in the 7 July terrorist bombings and is hoping to compete in the 2012 Paralympics as part of the Great British Sitting Volleyball team. The campaign was timed to coincide with the run-up to the 7/7 anniversary to optimise media interest.
Measurement and evaluation
The campaign achieved 35 pieces of newspaper coverage, including the London Evening Standard, Independent on Sunday, The Sunday Telegraph and News of the World. GMTV, Daybreak, Sky News, Radio Five Live and London Tonight also broadcast interviews.
All 500 Sports for All coaching places were filled. In addition, another 41 applicants were accommodated.