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