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Britain
on the Move 2005 for ITV Granada
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Background
ITV’s national 2005 Corporate Social Responsibility
initiative was Britain on The Move (BOTM) spearheaded
by ITV Granada in partnership with the Home Office,
Community Service Volunteers and the Volunteering England
Consortium.
BOTM’s aim was to get people
to take more exercise and to position ITV as a socially
responsible organisation.
SKV were appointed to work alongside
ITV’s in-house PR team to generate cuttings as
evidence of the channel’s nationwide commitment
to PSB.
Objectives
- To highlight health benefits of walking to the public
- To get across key message ‘Get Off Your Couch
and Go For a Walk’ – especially on National
Walking Day on September 17
- To encourage the use of step-o-meters
- To partner with the Home Office’s Year of
the Volunteer, which promoted the benefits of volunteering
- To generate coverage of ITV’s CSR activities
Implementation
SKV PR
- Negotiated a feature in Observer with ITV CEO Charles
Allen to kickstart the campaign.
- Worked with celebrities and community case studies
to reach diverse audiences
- Publicised the activities of regional ‘Local
Heroes’ by working with ITV publicity offices
and newsrooms across the UK
Creative Input
SKV recommended that a giant potato –
a ‘couch potato’ - be created and Coronation
Street stars Bruce Jones, Jane Danson and Nikki Sanderson
were briefed by SKV about the issues with prepared sound
bites.
SKV persuaded Samia Ghadie and
Nikki Sanderson to talk exclusively to the Mail On Sunday
about their favourite country walks, organising a photo-shoot
of the actresses in kagoules and backpacks.
SKV persuaded Lorraine Kelly to
take part in a Daily Telegraph Health interview talking
about why she loved walking.
Results
- A national press photo-call on the set of Coronation
Street resulted in nationwide press coverage and a
live item on GMTV.
- 160,000 calls to the ITV BOTM action line
- 1.2m people taking part in Britain on the Move
2005 events including National Walking Day
- £1.3m raised for charity, including British
Heart Foundation and Prince’s Trust
- Royal acknowledgement with a reception for Local
Heroes at Buckingham Palace
- Internally, ITV persuaded Granada TV to include
the issue in Coronation Street storylines
Coverage highlights
National Broadcast
- GMTV broadcast Coronation Street photo-call, interviewed
actors and displayed telephone number for action line
- This Morning interviewed Bruce Jones (Les Battersby)
- Coronation Street storyline and BOTM action line
highlighted at end
National Press
- Observer interview with CEO Charles Allen
- Daily Telegraph interview with Lorraine Kelly
- Daily Star piece with Coronation Street
- News of the World page article
Evaluation
The Advertising Value Equivalent of media coverage
for BOTM from July – September was £2,644,110.
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