chewing gum action group 2013 workshop
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Chewing Gum Action Group 2013 workshop . About Rewired PR: The team. Offices in Birmingham and London Team of 10 Extensive experience in CSR, education & learning and retail campaigns Award winning . What is PR?. PR will: Complement the advertising - PowerPoint PPT PresentationTRANSCRIPT
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Chewing Gum Action Group
2013 workshop
About Rewired PR: The team
© Rewired PR Ltd 2013
• Offices in Birmingham and London• Team of 10• Extensive experience in CSR, education & learning and
retail campaigns• Award winning
PR will:
• Complement the advertising• Be used to secure positive coverage in your local media• Appear as opinion or recommendation• Reach a wide target audience • Help disseminate your message to your target audience• Include the campaign’s key messages• Influence opinion and behaviour
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What is PR?
• Tapped into Olympic and Paralympic excitement; do your country proud
• 14 Local Authorities took part • Overall reduction of chewing gum litter 54%
– Cardiff Council - 93%– Nottingham City Council - 88% – Coventry City Council - 85%
• 37 pieces of media coverage
What happened in 2012?
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© Rewired Media Group Ltd 2013
• Increase awareness amongst gum chewers that gum is litter and shouldn’t be dropped on the floor
• Increase responsible disposal of used chewing gum• Increase sense of local pride• Educate gum chewers that there is a fine of up to £80 if
caught littering gum
2013: Aim of the campaign
• Creative campaign ‘Bin it your way’• Brightly coloured adverts feature professionally
choreographed and highly innovative dance moves• Encourage gum chewers to responsibly dispose of gum
litter in an engaging way or risk facing a fine of up to £80
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2013: Creative campaign
• Leverage 2013’s advertising campaign and target regional media
• Raise awareness of the campaign by reporting on 2012’s positive results
• Work closely with participating LAs and BIDs to ensure a coordinated approach
• Secure high quality media coverage that delivers key messages
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2013: PR aims
• Launch 2013 campaign - creative photography tying in with ‘Bin it your way’ theme
• Launch in London Borough• Roll out to participating LAs/BIDs• Support LAs/BIDs with toolkit including:
– Template press release with approved CGAG quotes– Q&A document about the campaign– Photography and tips on how to take press worthy shots
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2013: Approach
Phase 1: pre-launch 1. Draft press release, photo call notice and approve quotes;
regional and national versions2. Compile media lists; national and 16 tailored regional3. Stage creative photo stunt to launch campaign4. Send embargoed release to LAs/BIDs ready for issue; assist
with getting additional quotes if needed5. Confirm roles and responsibilities for ‘sell-ins’ with
LAs/BIDs6. Send embargoed release to nationals day before launch
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2013: Approach - how will Rewired help?
Phase 2: launch day1. Contact national press and broadcast press to secure
coverage 2. ‘Sell in’ to key regional titles and outlets 3. Liaise with LAs/BIDs to assist with media enquiries 4. Assist with any interview requests
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2013: Approach - how will Rewired help?
Phase 3: post-launch1. Continue to liaise with regional press to drive coverage2. Identify opportunities and feedback to LAs/BIDs3. Collate coverage and evaluate impact
- Key messages- Photography- OTS/AVE- Region breakdown
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2013: Approach - how will Rewired help?
• High quality coverage• Delivery of key messages• Strong geographical spread
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How will we know if 2013 has been a success?
