Miles of media coverage puts walking charity in the right direction
DELIVERING a nationwide campaign highlighting volunteer projects across Scotland whilst promoting accessible walking is a walk in the park for Charity PR experts at Holyrood PR.
Scotland’s national walking charity, Paths for All, gives out grants annually to community groups as part of their ‘Know your Routes’ campaign supporting the transforming of outdoor spaces – we get the amazing role of sharing these stories about what has happened with the grant funding.
Sharing the stories of five projects across Scotland, the team generated the following results:
- 24 items of coverage
- 694,357 opportunities to see
- Prime broadcast slot on Clyde 1 news bulletin
- Specialist coverage in Charity Today, Good Health Magazine, Summer 2021 CWA (newsletter)
- Local coverage in Campbeltown Courier & Argyllshire Advertiser, Aberdeen Evening Express, Stornoway Gazette, Dundee Evening Telegraph, Glasgow Evening Times
- National coverage in The Scotsman, Press and Journal and The Courier
The yearly campaign shines a light on the amazing work ongoing in communities across Scotland and showcase what they have done with the funding and how they have transformed an area.
The campaign begins with an initial brief from the client and a brief overview of what each project has undertaken with the funds. We then reach out to the specific projects, arranging interviews to hear more about the grants.
Once the information has been collated, a release is drafted for each of the projects (in this case we had five separate stories) and tailored to the regional area benefiting from the grant.
Depending on the story, the release is issuing to national, regional, local, trade and specialist publications tapping into new and existing audiences.
The campaign not only placed Paths for All in publications across the country but it highlights through real life stories, the key values and messages the charity is championing.
A fundamental part of the campaign is celebrating the work of local communities and volunteers who give up their time to make local spaces better and get more people out walking every day, everywhere.
For more information on the releases and stories uncovered in this ‘Know Your Routes’ campaign continue reading:
Cormonachan Community Woodlands (CCW) – This group installed two people counters in Loch Lomond and Trossachs National Park to record the footfall at the site and in turn strengthen their funding application for a 2km path extension.
Lumphanan Paths Group – Next a group of volunteers in Aberdeen, signposted and refurbished a five-and-a-half-mile route, making paths safer whilst raising awareness of the paths people could take.
Uig Development Trust – The Group in Sky further developed an ongoing project and installed signposts of a the three mile route starting at Carrishader and ending at Loch Suaineabhat which aims to encouraged visitors to explore more of the island.
East Dundee Environmental Network (EDEN) – Dighty Burn, which is part of EDEN, repaired and transform an untouched path in Dundee, making it more accessible and safer for people to use – whilst encouraging commuters to use it on their way to work.
Cassiltoun Housing Association – The grant helped volunteers build upon the success of an earlier project and install more signage highlighting key active travel routes and local amenities in Glasgow. The project hopes to encourage the community to explore the woodlands and walk more.
The team at Holyrood PR is delighted to work on inspiring projects like Know Your Routes and already look forward to unveiling the amazing stories next year.
For more information on Paths for All, visit: https://www.pathsforall.org.uk
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