Charity PR ensures ECHC is choc-full of coverage for its all-important Christmas campaign
THERE IS a fine line for a charity to tread when it asks people to STOP donating a certain item.
But that was exactly the situation that faced Edinburgh Children’s Hospital Charity (ECHC), which was being swamped with generous – but unusable – donations of chocolate.
So, ECHC asked our team of charity PR experts to help it publicly appeal for well-intentioned donors to back its festive “living advent calendar doors” campaign instead, during December 2018. Media success included:
- Coverage in The National newspaper
- More success in local title, the North Edinburgh News
- Key trade coverage in leading charity title Third Force News
- All of which created at least 37,775 opportunities to see ECHC’s important messages
- Extensive further reach and shares across social media
In previous years the charity had struggled to get out its important message about chocolate donations – including festive selection boxes – and was swamped with sweet treats instead.
Our story spotting experts spotted the perfect opportunity to turn a negative into a positive – while also delivering some sweet headlines for the Advent Calendar “doors” campaign.
Delivering a regular stream of coverage for the “doors” campaign was seen as crucial to its success in a December 2018 – which was expected to be the hospital’s last ever Christmas in its historic home, before moving to a purpose-built new hospital building.
On top of that we were able to deliver the messaging in a positive way without appearing ungrateful or alienating the many well-wishers who had previously donated chocolate – something that was vital to the charity staff and volunteers.
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