National media campaign for Suzy Lamplugh Trust

We contacted Suzy Lamplugh Trust after noticing that media and public interest in their involvement with National Stalking Awareness Week in previous years had been low.  We undertook media relations and social media activities to publicise a report into stalking behaviours and to promote the awareness week.

THE CHALLENGE

With only four months to go before the Awareness Week, there was no confirmation of the contents of the intended report, no Communications Officer at the Trust and no strategic plan in place. Previously, the Trust was reactive to requests from the media, causing difficulties with availability of case studies and speakers, but had not been overly proactive.  There were no pre-existing relationships with media to draw upon. 

OUR APPROACH

Reporting to the Senior Policy and Campaigns Manager, we created a communications plan which was manageable given the staffing levels, budget and timeframe.  Central to this was working with the researchers to uncover the newshooks and creating press materials that would grab attention.  Pre-sells were made under embargo to planning desks at the BBC, ITV and other news outlets including the Press Association.  A campaign logo was also created and used in a series of posters for educating police officers.

THE RESULTS

  • We sold the story into the Press Association, which resulted in widespread national, regional and local coverage
  • Coverage appeared in almost every national newspaper – including The Times, The Sun, The Guardian, The i Paper – as well as key online outlets such as The Huffington Post 
  • Broadcast coverage was achieved through BBC, Sky News, Channel 5, ITV and Radio 4’s Woman’s Hour
  • @Live_Life_Safe tweet impressions increased by 235%, profile visits grew by 25% and new followers gained in April rose by 240%, compared to March
  • @TalkingStalking tweet impressions grew by 1,306%, profile visits increased by 260% and new followers gained in April rose by 165%, compared to March

“This has been our most successful awareness week campaign to date.  We are delighted that the widespread coverage prompted so many people to get in touch and calls to the National Stalking Helpline have increased. We are looking forward to working with Morton Waters who will be providing ongoing strategic support for our communications activities.”

Victoria Charleston, Senior Policy and Campaigns Officer at Suzy Lamplugh Trust

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