Markettiers worked alongside national literacy charity Beanstalk to raise awareness of the organisation and its offering in the lead up to Volunteers’ Week (1st - 12th June). The charity, which provides one-to-one literacy support to primary school children struggling with their reading, uses trained volunteers to carry out its work, which meant our ultimate aim was to encourage listeners to become a volunteer for the charity.
Working with our research arm Opinion Matters, we developed a number of news lines that highlighted the number of adults that still struggle with reading, how many found the experience of learning to read a frustrating and difficult experience and how many felt they would have benefited from one-to-one support when they were at school.
An interview with Ginny Lunn, Beanstalk CEO, was recorded with Sky News Radio which ensured our story was available to the entire commercial radio network from first thing on the morning of the campaign. Interviews on the day itself kicked off with Ginny being interviewed on stations such as 5 Live Morning Reports and BBC London before conducting a further nine interviews on regional radio, whilst a selection of case study volunteers and additional Beanstalk staff also led to a further 7 interviews being secured on broadcasters such as Sky Sunrise, London Live, TalkRadio, Big Centre TV and BBC Merseyside.