Paving the way for charity PR success as walking campaign hits the road

by Cameron Ward

Wednesday, February 3rd, 2021

Edinburgh PR agency helps national walking charity Paths for All with winter and lockdown initiatives

Charity PR experts pave the way to Paths for All media success

NATIONAL charity Paths for All wanted to get Scotland walking once a day throughout the lockdown winter.

So, our Charity PR experts created multiple media releases to be sent to media outlets in all of Scotland’s differing regions.

Originally conceived as a winter walking campaign, we were quick to adapt when a national lockdown was imposed.

We quickly helped Paths for All to adapt its message, encouraging the Scottish public to take up walking as an approve and Covid safe form of exercise during the lockdown.

This approach successfully created massive media interest for the Walk Once A Day campaign, offering an alternative take on the mental and physical benefits of walking. Our expert Scottish PR team delivered:

  • More than 383 807 opportunities to see
  • 76 items of coverage
  • Crucial targeted coverage in local media all over Scotland, including Inverness Courier, Dumfries and Galloway Standard, and Renfrewshire News
  • National coverage in the Daily Record and The National
  • Extensive coverage across print, online, and social media

Our media activity focused on the mental and physical health benefits of taking a winter walk to boost wellbeing throughout the winter season, and encouraged people to incorporate walking into their day throughout lockdown as a key way to keep healthy and motivated. This way, we successfully targeted both seasoned and new walkers.

We were also able to get Dr Gregor Smith, Scotland’s Chief Medical Officer, on board with the campaign. As an expert and recognised figure in health and wellbeing for Scotland during the pandemic, we elevated the significance of the campaign and bolstered the message across the country by involving somebody people know and trust.

The regional coverage we achieved is hugely important for Paths for All to engage with local communities and develop a key part of their campaign, inspiring a sense of community belonging through encouraging people to explore local walking routes.

Testament to media success, Scotland has seen a significant uptake in walking compared to other nations in the UK following lockdown restrictions.

View the original press release here.

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    Cameron Ward

    Account Executive, Cameron Ward, is a part of the award-winning PR agency, Holyrood PR - based in Edinburgh, Scotland.

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