Comic Relief is a major charity based in the UK which strives to create a just world free from poverty . They work 365 days a year to help that vision become a reality. Set up 25 years ago Comic Relief raises funds through their 2 huge campaigns ‘Red Nose Day’ and ‘Sport Relief’ and spend the money raised in the best possible way to tackle the root causes of poverty and social injustice. Comic Relief also uses the power of their brand to raise awareness of the issues they care most about.
BRIEF – To assist Comic Relief’s ‘Common Ground Initiative’ (CGI) in raising public awareness of the contributions of UK based, small and diaspwora organisations working in development in Africa. The campaign also aimed to assist Comic Relief to raise public awareness of the support they provide to UK registered diaspora organisations – with DFID funding.
ACTIVITY - The objective was to secure 15 pieces of media coverage from January to April 2011 across BME and diaspora across print, radio, TV, online, portals, community newsletters and forums. We created a press office facility in order to provide a central point of information. We;
- interviewed the relevant organisations
- wrote and circulated press releases
- arranged radio and TV interviews
all with the aim of raising awareness about projects that the organisations were facilitating here in the UK and abroad.
RESULT - We secured a total of 17 items of coverage for the CGI campaign. 4 print titles, 11 online, 1 radio and 1 TV.
The opportunities to see and hear (OTS) per pound spent totalled 281 potential viewers/listeners. Our overall AVE totalled £24,800.