Changes to welfare policy since 2010 have significantly affected appliance poverty and the single biggest erosion of help came in 2013 with the abolition of the Social Fund, which previously provided much-needed support.
A report by Turn2Us highlighted that there are in fact 4.8M people in the UK too poor to afford essential home appliances, where at least 2 million households don’t have money for basics such as fridges, freezers, cookers and washing machines.
The reality is that white goods are not luxuries, they are necessities which people in poverty are often deprived. Turn2Us were therefore campaigning for a new local welfare assistance schemes to be developed and introduced as well as seeking funds to help change lives.
markettiers were tasked with raising awareness of the Turn2Us charities amongst those looking to apply for a grant, where the focus was on targeting low income families and people in the most affected regions across the UK.
This hard-hitting story included multiple case studies and spokespeople, where results were enhanced by our logistical resource and in-house Newsroom’s media relations expertise.
We targeted National TV and radio as well as the local stations that indexed highly against our target audience.
The campaign saw us secure over 40 interviews, which included National hits and guest slots on BBC Radio 2, GMB, Sky News TV, BBC 5 Live’s Drivetime show and Eamonn Holmes’ talkRADIO programme. We also secured extensive opportunities across the BBC local radio network (GNS), and high quality commercials such as Global North East (which covers the likes of Capital, Smooth, Heart etc.) as well as great regional TV hits with ITV Wales, KMTV and more.
The campaign also saw an 800% increase in people visiting the Turn2Us Grants Search which highlights the powerful impact broadcast can have in reaching specific audiences.