MORTGAGE PRISONERS
BRIEF
We have helped law firm Harcus Parker raise awareness of its landmark ongoing legal action on behalf of mortgage prisoners who have been trapped on excessive interest rates since the 2008 financial crisis. The brief had numerous significant challenges, including generating media interest in a what, at first glance, seemed like a 15-year-old story, as well as managing, [briefing], and supporting a large number of vulnerable case studies through high profile TV and radio interviews.
STRATEGY
Working with the legal team, we crafted bespoke pitches and briefings to broadcasters around each client and liaised with journalists to ensure understanding of the sensitive aspects of the story. They carefully navigated the news agenda to secure reactive and proactive ad hoc opportunities, resulting in high profile and sustained media coverage of the legal action and landing key messages over numerous months.
RESULTS
Overall, we secured a prominent feature on BBC Morning Live – which told the story of two case studies – featured on BBC Breakfast, topped ITV’s Calendar evening news, BBC Midlands Today, GB News, as well as numerous regional BBC and commercial stations. We also worked closely with the producers at Times Radio to land seven slots across several weeks on the issue of mortgage prisoners. The response from listeners to hearing from clients was so strong, Times Radio have pledged to continue covering the issue and raised the topic of mortgage prisoners with political guests. We also secured a week-long series of interviews in the news bulletins for the Radio News Hub network.
