Chewing Gum Action Group 2013 workshop

© Rewired PR Ltd 2013

Chewing Gum Action Group

2013 workshop

About Rewired PR: The team


• Offices in Birmingham and London

• Team of 10

• Extensive experience in CSR, education & learning and

retail campaigns

• Award winning

PR will:

• Complement the advertising• Be used to secure positive coverage in your local media• Appear as opinion or recommendation• Reach a wide target audience • Help disseminate your message to your target audience• Include the campaign’s key messages• Influence opinion and behaviour

© Rewired Media Group Ltd 2013

What is PR?

• Tapped into Olympic and Paralympic excitement; do your

country proud

• 14 Local Authorities took part

• Overall reduction of chewing gum litter 54%

– Cardiff Council - 93%

– Nottingham City Council - 88%

– Coventry City Council - 85%

• 37 pieces of media coverage

What happened in 2012?



• Increase awareness amongst gum chewers that gum is

litter and shouldn’t be dropped on the floor

• Increase responsible disposal of used chewing gum

• Increase sense of local pride

• Educate gum chewers that there is a fine of up to £80 if

caught littering gum

2013: Aim of the campaign

• Creative campaign ‘Bin it your way’

• Brightly coloured adverts feature professionally

choreographed and highly innovative dance moves

• Encourage gum chewers to responsibly dispose of gum

litter in an engaging way or risk facing a fine of up to £80


2013: Creative campaign

• Leverage 2013’s advertising campaign and target regional

media

• Raise awareness of the campaign by reporting on 2012’s

positive results

• Work closely with participating LAs and BIDs to ensure a

coordinated approach

• Secure high quality media coverage that delivers key

messages


2013: PR aims

• Launch 2013 campaign - creative photography tying in with

‘Bin it your way’ theme

• Launch in London Borough

• Roll out to participating LAs/BIDs

• Support LAs/BIDs with toolkit including:

– Template press release with approved CGAG quotes

– Q&A document about the campaign

– Photography and tips on how to take press worthy shots


2013: Approach

Phase 1: pre-launch 1. Draft press release, photo call notice and approve quotes;

regional and national versions2. Compile media lists; national and 16 tailored regional3. Stage creative photo stunt to launch campaign4. Send embargoed release to LAs/BIDs ready for issue; assist

with getting additional quotes if needed5. Confirm roles and responsibilities for ‘sell-ins’ with

LAs/BIDs6. Send embargoed release to nationals day before launch


2013: Approach - how will Rewired help?

Phase 2: launch day1. Contact national press and broadcast press to secure

coverage 2. ‘Sell in’ to key regional titles and outlets 3. Liaise with LAs/BIDs to assist with media enquiries 4. Assist with any interview requests



Phase 3: post-launch1. Continue to liaise with regional press to drive coverage2. Identify opportunities and feedback to LAs/BIDs3. Collate coverage and evaluate impact

- Key messages- Photography- OTS/AVE- Region breakdown



• High quality coverage• Delivery of key messages• Strong geographical spread


How will we know if 2013 has been a success?

Rebecca Williams – [email protected]

0121 236 2132


Chewing Gum Action Group 2013 workshop

Documents

Transcript of Chewing Gum Action Group 2013 workshop