markettiers were briefed by Cow PR to provide broadcast support for the More Th>n ‘Give Your Mobile the Boot’ campaign
Challenge:
The topic of mobile phone usage at the wheel had been widely covered on the day that the new penalties came into operation.
With this campaign happening a couple of weeks later we therefore needed to ensure that coverage was secured in an already competitive environment targeting both radio and TV outlets for interview opportunities.
Solution:
With access to newly commissioned research we were able to discuss that people are still using their phone at the wheel despite the new laws in place but also more generally around our addiction to technology and the number of us that suffer from Phone Separation Anxiety. The latter provided wider talking points for broadcasters.
We also consulted on spokespeople – with access to two independent voices (Richard Graham from the Capio Nightingale Clinic and psychologist Amanda Hills) alongside a More Th>n representative we were able to fulfil interview requests which happened simultaneously.
Results:
Presenters engaged well with the subject matter and 160 items of coverage were secured, including a sofa interview on Sky Sunrise, along with radio interviews on Sky News Radio, Global South and a variety of BBC stations including BBC Tees, BBC Merseyside and BBC Lancashire.