Details
Summary:
Each month, PRCA members share the experiences and insights they have gained through their work, and present award winning campaigns.
Event Type: Member Event
Address: Anchor Trust, The Heal's Building, 3rd Floor, 22-24 Torrington Place, London, WC1E 7HJ
Event Overview
Hear from the team behind Standing Up 4 Sitting Down, an award-winning campaign from Stand Agency and care provider Anchor that is shaking up the high street to make it a more welcoming place for older people.
Learn about the strategy behind a campaign that goes far beyond press coverage, harnessing the power of communications to achieve change.
The approach deviated from the PR rulebook – the story was shaped by older people and media insight, it built momentum from the ground up with flexible embargoes, and focused on the business benefit of accessibility - not just the emotive story.
The high-impact campaign distils complex issues into a simple message - for retailers to maintain or increase seating – and initiates a national conversation that calls on the public to think, feel and act.
Across 2016 and 2017, SU4SD secured 400+ pieces of coverage across national and regional media, including feature length slots on BBC Breakfast, BBC General News Service, ITV, and reached millions of people across social media.
Crucially, it has led to tangible change. Anchor has established new partnerships with Sainsbury’s, Morrisons, Argos and Virgin Money, plus more than 250 independent retailers – totalling 2,000+ stores pledging to increase or maintain the number of seats in their stores.
The campaign won two awards in the 'Best Use of Media Relations’ category of the CIPR Excellence Awards and PRCA Dare Awards in 2017 and has plans to continue expanding into 2018.
- Registration & Breakfast: 08:30-09:00
- Presentation: 09:00-09:45
- Q&A: 09:45-10:00
This event is worth 15 points in the PRCA CPD Programme.
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For more information please contact Tara Munis, Events Executive, PRCA, tara.munis@prca.org.uk