Research, case studies and a strong news hook are integral to a successful Radio Day. This week we had the pleasure of working with Jo’s Cervical Cancer Trust (JCCT) on the launch of their new ‘Put Yourself in the Picture’ campaign to raise awareness of the disease.
Cervical cancer dominated the media when Jade Goody passed away in 2009. At the time it highlighted the illness, which is the most common cancer among women under 35. As a result there was an increase in women taking up cervical screening. Since then however, it has dropped off the radar and this new research now shows women’s lack of knowledge and fear of examination – all of which is putting them off life saving tests.
TNR were enlisted to conduct and manage the entire radio day from helping to shape the story to making sure the clients key messaging was delivered. On the launch of the national campaign, our media relations team targeted radio stations across the UK with regionally broken down data and locally sourced case studies. As a result, we were able to secure nearly 50 interviews including almost 20 regional BBCs, Radio 1’s Newsbeat and other top commercial stations. Our sell-in and advisory also prompted BBC Look East to contact us and arrange a TV interview with a case study.
Back to back interviews meant our guests: actress, cancer survivor and JCCT supporter Sara Stewart; and Robert Music, Chief Executive of Jo’s Cervical Cancer Trust, had barely any time out of the studio, but they were pro’s at getting across key messages and speaking from either an expert point of view (Robert), or from a personal point of view (Sara) which is imperative for a story such as this.
To amplify the story further and reach a wider audience, we interviewed both our spokespeople to produce some video content which we offered to the Press Association Video Wire. The wire distributes video content to a wide variety of online media and ISP’s. It was not only used for this, but it also provided the client with some new content for their website.
It’s great to be part of such a widespread campaign which has achieved some great coverage, while delivering a very important message. If you fancy having a look at the campaign yourself check out their website. Great start to radio for 2014!
Post by Daisy Bambridge, Project Manager @ TNR Communications