© rewired pr ltd 2013 chewing gum action group 2013 workshop
TRANSCRIPT
© Rewired PR Ltd 2013
Chewing Gum Action Group
2013 workshop
About Rewired PR: The team
© Rewired PR Ltd 2013
• Offices in Birmingham and London
• Team of 10
• Extensive experience in CSR, education & learning and
retail campaigns
• Award winning
PR will:
• Complement the advertising• Be used to secure positive coverage in your local media• Appear as opinion or recommendation• Reach a wide target audience • Help disseminate your message to your target audience• Include the campaign’s key messages• Influence opinion and behaviour
© Rewired Media Group Ltd 2013
What is PR?
• Tapped into Olympic and Paralympic excitement; do your
country proud
• 14 Local Authorities took part
• Overall reduction of chewing gum litter 54%
– Cardiff Council - 93%
– Nottingham City Council - 88%
– Coventry City Council - 85%
• 37 pieces of media coverage
What happened in 2012?
© Rewired PR Ltd 2013
© Rewired Media Group Ltd 2013
• Increase awareness amongst gum chewers that gum is
litter and shouldn’t be dropped on the floor
• Increase responsible disposal of used chewing gum
• Increase sense of local pride
• Educate gum chewers that there is a fine of up to £80 if
caught littering gum
2013: Aim of the campaign
• Creative campaign ‘Bin it your way’
• Brightly coloured adverts feature professionally
choreographed and highly innovative dance moves
• Encourage gum chewers to responsibly dispose of gum
litter in an engaging way or risk facing a fine of up to £80
© Rewired Media Group Ltd 2013
2013: Creative campaign
• Leverage 2013’s advertising campaign and target regional
media
• Raise awareness of the campaign by reporting on 2012’s
positive results
• Work closely with participating LAs and BIDs to ensure a
coordinated approach
• Secure high quality media coverage that delivers key
messages
© Rewired Media Group Ltd 2013
2013: PR aims
• Launch 2013 campaign - creative photography tying in with
‘Bin it your way’ theme
• Launch in London Borough
• Roll out to participating LAs/BIDs
• Support LAs/BIDs with toolkit including:
– Template press release with approved CGAG quotes
– Q&A document about the campaign
– Photography and tips on how to take press worthy shots
© Rewired Media Group Ltd 2013
2013: Approach
Phase 1: pre-launch 1. Draft press release, photo call notice and approve quotes;
regional and national versions2. Compile media lists; national and 16 tailored regional3. Stage creative photo stunt to launch campaign4. Send embargoed release to LAs/BIDs ready for issue; assist
with getting additional quotes if needed5. Confirm roles and responsibilities for ‘sell-ins’ with
LAs/BIDs6. Send embargoed release to nationals day before launch
© Rewired Media Group Ltd 2013
2013: Approach - how will Rewired help?
Phase 2: launch day1. Contact national press and broadcast press to secure
coverage 2. ‘Sell in’ to key regional titles and outlets 3. Liaise with LAs/BIDs to assist with media enquiries 4. Assist with any interview requests
© Rewired Media Group Ltd 2013
2013: Approach - how will Rewired help?
Phase 3: post-launch1. Continue to liaise with regional press to drive coverage2. Identify opportunities and feedback to LAs/BIDs3. Collate coverage and evaluate impact
- Key messages- Photography- OTS/AVE- Region breakdown
© Rewired Media Group Ltd 2013
2013: Approach - how will Rewired help?
• High quality coverage• Delivery of key messages• Strong geographical spread
© Rewired Media Group Ltd 2013
How will we know if 2013 has been a success?
