Caring Campaign - Securing coverage for award-winning carers

Skill area: Regional media relations

Objective: Generate media coverage for award winners

Our regional success for LloydsPharmacy in the past made us the natural partner for their 2015 National Carer Awards and the campaign’s 100% coverage rate was proof that when it comes to the regional press, we’re one of the best.

We hit our KPI, at least one piece of coverage for each of the six winners, securing a total of 16 regional pieces in the week following the awards. We also secured coverage on, with a readership of 8.6 million. 

Held in September in partnership with Carers UK, the awards celebrated the selfless people across the UK who give up their time to care for a loved one.

Once the six winners were chosen we had two weeks to photograph and interview them, write their stories and sell them into their local press, print and broadcast. With our extensive bank of UK photographers and our forensic knowledge of the regional press we were able to execute the campaign with minimal fuss and maximum impact, on time and within budget.

The client was thrilled, as you can see from their testimonial:

"We recently worked with Gravitas to raise awareness of the winners of the LloydsPharmacy National Carers Awards, and the challenges that all unpaid carers face. As well as media relations skills, the project required sensitivity and compassion, which I knew the team at Gravitas would provide.

It's important to be able to trust the agencies you work with to care as much about your customers as you and I believe Gravitas do that."

It was a genuine pleasure to work on the campaign and we hope to do even better in 2016!