Hospital staff wearing wrong trousers for wrong trousers day

THE GRAND APPEAL

Communications strategy, Earned media relations

2022 marked the 25th anniversary of The Grand Appeal’s iconic fundraiser, Wallace & Gromit’s Wrong Trousers Day. The brief was to support the 25th anniversary with a Bristol-focused PR campaign.

The objective was to gather earned media attention around the 25th anniversary telling the story of the Wrong Trousers Day and its ongoing mission, highlighting families, fundraisers, and key members within the organisation within a concerted editorial push.

The strategy was to forge editorial partnerships with the Bristol Post/Live, which holds a key demographic for The Grand Appeal. Editorial placement made up most of the campaign activity here, so exclusive story angles and interviews would be factored in, allowing media outlets such as the Bristol Post, BBC and ITV the chance to tell exclusive stories.

Through the Bristol Post, we implemented a wide range of editorial hooks and features, working with the editorial and production team to produce a week-long series of Wrong Trousers Day-themed special features. Alongside this, we pitched and placed a number of additional feature opportunities within Radio Bristol, BBC Points West, ITV West Country and other regional broadcast and print media outlets.

Our key coverage highlights throughout the campaign included:

Bristol Post: Four days of editorial coverage, each day featuring a front page to kickstart the campaign and multiple page colour spreads throughout the week

BBC Radio Bristol: Blanket coverage across the breakfast and mid-morning shows, with Wrong Trousers Day mentioned at the top and bottom of every news bulletin and with multiple stakeholder and beneficiary interviews. Upwards of 15 hits and mentions between breakfast and mid-morning.

BBC Points West: Breakfast and evening packages featuring key Grand Appeal stakeholders and family beneficiary interviews.

ITV West Country: Key stakeholder interviews, pre-recorded and packaged into evening news segment.

BBC Online: Stand-alone online feature, profiling charity beneficiaries and members of the Bristol Children’s Hospital team.

Combined media reach of 41,735,524