The client were keen to raise awareness of the issue of youth suicide through the medium of short film. The piece was shot in Ireland and three premieres across Ireland and Northern Ireland had been organised to showcase the resource. The client wanted to raise awareness of the film and encourage attendance at each of the events.
We created a media strategy including key messages, press release and specific media targets that included national, local and sector specific press. Working with the client we crafted the story to best engage with the intended audiences and
created bespoke messaging for a general audience as well as the specific localities of the premieres. We then approached national and local media contacts pitching the story and offering key spokespeople for interviews.
The combination of the local and national campaigns created some great awareness with news agencies and bloggers in the localities using the press release and key messages on their sites and in print, and national media using the story as an alternative piece in their entertainment editorial.
The story reached an online readership of 13.5m and estimated coverage views of over 150k. Each of the premiere events attracted sell out audiences who then spread the word on social media of the resource and its availability.
The campaign began to establish the client as a thought leader in their field.