After three decades at the forefront of the UK gay rights movement, Tatchell had decided to broaden his crusade, and to set about forming closer association with similar movements worldwide.
A controversial figure who has polarised the gay community, Tatchell has previously never had organised funding.
To highlight Tatchell's diversification into human rights activism and create awareness of his new organisation through celebrations of his career achievements. To launch a fundraising drive.
Strategy and Plan
A series of events were held to celebrate Tatchell's 50th birthday on 25 January. Gillan Media issued press releases highlighting his achievements. Direct contact was then made with the press, human rights commentators and activists.
Part of the celebration was focused on launching the fund and its website.
Measurement and Evaluation
Media coverage was substantial and favourable. The campaign achieved coverage in advance and after the launch event, generating copy as to why Tatchell was 'rebranding' himself, and highlighting his career achievements.
Widespread coverage of key messages was achieved in the gay media, including Gay Times, AXM, Pink Paper, QX, The Mag, G3, Gay & Lesbian Humanist, Gay.Com and QueerCompany.Com.
Mainstream media coverage was gained on PA News, The Independent, Time Out, Metro London, BBC Radio 4, BBC Radio London. TV production company Channel 21 is to make a documentary.
In circulation audit terms, 1.5 million gay people were reached via the campaign. A further three million 'mainstream national and London' audiences were made aware of Tatchell's work, repositioning, campaigns and the fund.
The fund raised £10,000 by the end of the event, with more pledged via the website.