With COVID-19 preventing the opportunity of fundraising through traditional channels, the charity worked with one of its acclaimed members, Lloyd Scott. We were tasked with raising the profile of this event to drive charitable donations and get the nation behind Lloyd as he took on the Three Peaks Challenge… in a 130lb deep-sea diving suit!
Our PR strategy needed to be acutely COVID conscious, with a focus on pre-challenge publicity to avoid high numbers of media on location, prioritising major broadcast channels including the BBC, national news outlets, and newswire PA to achieve broad regional syndication. A launch event at the home of charity fundraising legend Sir Captain Tom Moore allowed us to ensure pre-challenge mass awareness, with Moore endorsing Lloyd’s challenge, ‘racing’ him in his garden. Plus, a shared interview with the pair discussing what drove them to complete their incredible acts of kindness. Further media interviews and striking photography of Lloyd in national outlets between the launch and the challenge ensured more opportunities to drive charitable donations.
We generated consistent regional coverage with over 300 placements on UK websites, and Lloyd made appearances on BBC Breakfast, ITV’s This Morning, Heart Radio, TalkSport, and other outlets during the campaign, resulting in raising over £63k for the cause.