Age Cymru

A PR campaign to support a project for the national charity for older people in Wales.

Client
Age Cymru

Services
Creative, Design and Print, PR, Video

Age Cymru is the national charity for older people in Wales. They provide free expert
and confidential advice and a range of
support services.

We ran a PR campaign to mark the end of their West Wales Befriending Links project. Our goal was to reach specific audiences (public and professionals) to inform them of the success and impact of the project.

The campaign gained coverage on ITV Wales and in regional newspapers. Other services used included design and copywriting for their conference brochure, design for display boards, a motion graphic video, branded video interviews, graphics for social media, and social media management for their conference.

The team were amiable and supportive and nothing was too much trouble.
We wouldn’t hesitate to recommend them to anyone looking to
increase their publicity.

Rebecca Thomas

Project manager

In September 2016 Age Cymru in West Wales marked the end of their Big Lottery Funded West Wales Befriending Links project (WWBL). Back in 2011 they had been awarded with £1 million to set up and run friendship based groups for older people to tackle isolation and loneliness, and to promote resilience.

Following a successful pitch we were chosen to provide the end of project PR. It was clear that the PR campaign needed to be multi-faceted. It was also clear that, with a conference in mid- September, the mid-August lead time was short.

Consultation

The campaign needed to reach several audiences online, offline, professional and public. It also needed to convey the summary results of the WWBL project to stakeholders, including funders and health professionals.

We met with the Project Manager and established a timetable for key aspects of the campaign, including building in staged face to face meetings to review execution of the campaign.

The apex point for the campaign would be the conference held at University of Wales Trinity St. David (Carmarthen) with media coverage at and following the event.

Resources

Our first task was to put together the materials for the conference. Not only would we need to copy-edit the project’s summary document and turn it into readable and engaging copy for a conference. The copy was pitched in language appropriate to the target audience (funders and health professionals)

The copy was then enhanced with eye-catching design to highlight the key messages and results (in numbers) of the project. Both were then further condensed on to A1 display boards, and translated into Welsh.

The third critical resource was a motion graphic video to show at the conference. Again, this was to communicate the essential messages and stats from the project report. The video was 3 minutes in length and was shown to all the attendees.

TV coverage

What better way to reach a big audience with this campaign than by gaining valuable TV coverage? It started with a tailored press release. As with many charitable news stories, the press release homed in on statistics and personal stories. We liaised extensively with reporters at ITV Wales and arranged for interviews with Steve Moore
(Chief Exec of Hywel Dda University Health Board), plus a volunteer and group member involved in the WWBL project. We also briefed the participants
to ensure that the key messages of the
campaign were heard.

The result of this was a superb item that featured on the ITV Wales 6 o’clock news and one which faithfully captured the key messages and concerns of the campaign – a great way to reach a big audience. The news report began by featuring a graphic representing the results of a survey on loneliness amongst older people that we positioned at the start of the press release.

Social media

During the conference we managed the Age Cymru Sir Gar Twitter feed. Not only did the live tweeting capture key insights, quotes, and resources from the speakers but we also added branded graphics with the stats and key messages from the project on them – plus a Twitter version (30 seconds) of the motion graphic video shown at the conference.

At the end of the conference we held short video interviews with a group volunteer/leader, the Project Manager, and one of the Chief Officers of Age Cymru Ceredigion. Once edited , these 30 second videos were branded with motion graphics and used on Twitter.

News media

As a follow up to the conference newspaper articles about the project appeared in targeted West Wales publications (online and offline) including the South Wales Evening Post, South Wales Guardian, and the Carmarthen Journal. The project press release was also used by Hywel Dda University Health Board across their comms channels, and by the Campaign to End Loneliness.