Working on campaigns spanning from the arts, charity, corporate and health and social care sectors, I have developed my skillset across print and digital medias. An example of this is my work on the award-wining campaign ‘Standing Up 4 Sitting Down’, launched with older people’s not-for-profit Anchor.
The aim of the campaign was to raise awareness of the lack of seats in retail stores, which leads to loneliness and social isolation amongst older people. I managed the production of the campaign video, social media clips, case study outreach and interviews, and worked with my team to conduct polling and desk research to provide compelling evidence and content for the campaign.
We secured the support of 16 cross-party politicians (including George Osborne and Angela Eagle) and over 20 partner organisations and retailers. The campaign was broadcast on BBC Breakfast and BBC News 18 times on one day, as well as appearing in 249 pieces of online, broadcast and print coverage.
Social media was at the crux of the campaign, as this is one of the best ways to get people engaged in the discussion. The BBC Facebook package reached 44,000 people, receiving 200 interactions, and social engagement on Facebook and Twitter for Anchor increased 25 times on the previous month. In total, the campaign had a social reach of 2 million. This experience has strengthened my ability to engage with different audiences across all media channels, and I would be excited to expand my social media expertise and utilise my skills in campaign planning and execution when implementing marketing and audience development campaigns which engage new audiences.
The campaign was subsequently shortlisted for 3 awards, in six different categories, and won the CIPR Excellence Award for Best Use of Media Relations.