Chocolate story makes for a tasty treat for media outlets

by Fraser Clarke

Friday, December 14th, 2018

Charity PR ensures ECHC is choc-full of coverage for its all-important Christmas campaign

Chatiry PR success for ECHC's Advent Calendar Doors Campaign thanks to experienced team at Holyrood PR

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.

Do you fancy treating your business or organisation to the sweet taste of success with powerful PR?

Get in touch with our passionate team today by calling 0131 561 2241 or filling out the form below;

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Young PR professional Fraser Clarke, who works with public relations agency, Holyrood PR in Edinburgh, Scotland

Private: Fraser Clarke

Young public relations professional Fraser Clarke is part of the multi award-winning team at Holyrood PR, a leading Scottish PR agency

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