Over two years we generated over 640 items of coverage which resulted in 86.9m opportunities to see (OTS) and coverage sentiment was 100% factual or benefial
The challenge
We communicated the benefits of work to long-term unemployed, particularly disabled, lone parents and older people, encouraging them and employers to use Jobcentre Plus services.
A specific campaign encouraged take-up of Local Employment Partnerships, where Jobcentre Plus provides job-ready candidates, and employers pledge to give them a fair shot at a job.
Our response
A series of initiatives carefully targeted at specific audiences, such as a 'myth-buster' campaign about older workers, with research on their views of the workplace.
We created a 'Wise Council': an online advice forum led by inventor Trevor Baylis. We underpinned this with a media relations campaign for all audiences - including unemployed single Mums, placing inspirational real-life stories in Woman's Own and Chat.
For Local Employment Partnerships we set up 'double-header’ interviews for the Minister alongside employers, generating coverage across the nationals; arranged sector-specific roundtables achieving in-depth features; and running media partnerships with The Times and Telegraph Business Club.
The results
Taking just the first quarter of 2008 as a snapshot, all coverage generated by Fishburn Hedges was beneficial or factual (92% factual and 8% beneficial) and the total AVE equated to £371,773. 20% of all coverage generated featured at least one key message from the campaign. The most frequently used key message was about work being the best way to improve your own and your family’s wellbeing.
