Challenge: January and February mark a busy period for stories in the media around relationships and we were tasked with securing cut through for a report focusing on the financial and emotional cost of them
Solution: Consumer research was utilised to underpin the discussion and create additional talking points for broadcasters, focusing on the cost of relationships. We focused on the difference in the cost of a wedding as opposed to a break up, with the latter shown to cost more, which created an engaging headline for pitching. Working with behavioural psychologist Becky Spelman as well as a branded spokesperson meant that we provided broadcasters with differing points of view, with Becky able to add her own expertise and insights to the consumer research. We ensured Becky was available for weekend programming which was integral to the success of the campaign, as it enabled us to secure additional national hits for the campaign, due to the nature of the topic lending itself well to these segments
Results: In total 20 items of coverage were secured, including 4 national broadcasters. Both Sky Sunrise and talkRADIO covered the story live on the Saturday following the campaign, as well as the likes of Share Radio, BFBS and BBC Radio Norfolk speaking to both spokespeople on the day of the report launch.