We worked with Fresh Communications to develop and implement a broadcast campaign (combining both radio and TV outreach) for the Organic Milk Suppliers Cooperative (OMSCo), promoting their 'Year of the Bat' initiative. The initiative aimed to raise awareness that OMSCo, working with the Bat Conservation Trust, were holding a series of activities on their organic farms to help increase awareness that bats are an endangered species.
The initiative was supported by wildlife TV presenter Kate Humble and her involvement, together with our media advisory ‘Kate Humble On Why She’s Backing the Bat’, attracted a number of high-reaching BBCs and commercial stations and enabled us to set up a series of back to back radio interviews. The broadcast agenda for the day included 14 BBCs and 5 commercial networks, incorporating a live interview with with Ed Stagg at BBC Midlands Hub and Heart Watford & Hemel.
In order to target a key audience of mums/parents for OMSCo and maximise the audience reached, we set up a live TV interview with BBC Breakfast at 8.20am. The dual approach of radio and TV tactics ensured we secured 20 broadcast opportunities with an AVE figure of over 10 times the initial investment.