With polio nearly all but eradicated worldwide and low on the news agenda, we were set the task of raising awareness of Rotary International in Great Britain and Ireland’s campaign to raise money for the cause and bring it back into the forefront of mind for people in the UK.
Throughout a 12-month campaign we promoted a range of events including a nationwide charity bike ride – Rotary Ride, mass crocus planting events connecting all UK clubs, reactive comment pieces and engaging celebrities with the press and brand ambassadors who had been affected by polio in their lives.
Extensive coverage was achieved for this campaign, including a full-page article in Daily Express print and online health section. A further six pieces of national print coverage were achieved, as well as 125 pieces of regional coverage and 14 radio broadcasts for the Rotary Ride. We also secured two live television broadcasts for mass planting event and a further 500 pieces of regional print coverage achieved for local clubs’ support of the campaign.
Over 10 million people were reached across the UK through editorial.