We were appointed to handle the UK & Global media relations for Avon’s new campaign launch around International Women’s Day. In partnership with Refuge, the brand were releasing a report into the extent of coercive control amongst young people – as part of a broader announcement of a £2 million donation to help tackle domestic violence globally.
Challenge:
Drive UK and international media coverage around the launch of a new report into the extent of coercive control amongst young people – as part of a broader announcement of a £2 million donation to help tackle domestic violence globally by the Avon Foundation.
Solution:
With limited access to the global CEO, Sheri McCoy and UK GM Andrea Slater we filmed in advance at their headquarters and edited existing campaign film footage into our planned B Roll and cut news package content for distribution under embargo. We also captured a piece to camera with a case study who had experienced the devastating impact of coercive control first hand.
Flexibility of access to Lisa King, a director at Refuge also allowed us to fulfil ad hoc interview opportunities in advance including Sky News Radio – helping us set the early breakfast news agenda come launch day.
markettiers’ production team also filmed at the evening launch event at Somerset House which featured addresses from Avon’s CEO as well as Sarah Newton, Home Office minister, editing the footage overnight to push out to media.
Results:
Branded coverage featured within the breakfast show bulletins of prominent and influential stations such as LBC, talkRADIO and Magic, in advance of the one on one interviews which then took place in studio with a further 16 stations speaking Lisa King & Andrea Slater including Global South and Heart Yorkshire.
Interviews were also set up with Reuters and Channel 5 Evening News both pre-recing interviews on the day. International Business Times (55m global reach) interviewed all of our guests during the time in studio and we packaged up ‘ready to use’ audio content for stations who didn’t get the opportunity to speak directly to our guests but wanted to carry the story.
30+ online titles also ran our video packages.