Over 250 items of broadcast coverage secured for campaign highlighting the state of financial abuse in intimate relationships
Challenge:
The Co-operative Bank has a strong heritage for campaigning on issues that matter to its customer in line with its Ethical Policy. To support this they produced a new report ‘My Money, My Life’, which highlighted the state of financial abuse within intimate relationships throughout the UK. markettiers were brought on board to announce the launch of the report and increase awareness of this form of abuse. ‘My Money, My Life’ marked the first announcement the Bank had made since recommitting itself to campaigning on behalf of customers – and the beginning of its relationship with charity Refuge.
Solution:
To secure broadcast media coverage, it was crucial the campaign focused on telling the stories of those impacted by this form of abuse. We worked closely alongside all parties to engage with case studies – and sensitively develop, coach and build confidence for them to tell their story to media. We also briefed Lisa King, Director of Fundraising at Refuge and Laura Carstensen, Chair The Co-operative Bank, Values & Ethics Committee to speak with top-tier media on the findings of the report and the brutal impact of abuse – emotionally and financially.
Ahead of the launch, markettiers produced a short-form video to support the campaign socially and online. Refuge ambassador, Lauren Laverne, offered her time to interview key campaign spokespeople and case studies involved.
Results:
Overall the campaign secured over 250 items of broadcast coverage including – BBC Radio 5 Live multiple times, BBC Breakfast, BBC GNS, LBC and BBC London, BBC Scotland and Sky News Radio. Online, we secured the Mail Online (again, multiple times), The Sun, Metro, The Mirror, Sky News Online, LBC and The Pool (Lauren Laverne’s online channel). Through the Refuge supporter network we also placed content across social channels of major UK brands including Bravissimo and Benefit Cosmetics.