Journalista - ukactive credential

Our PR efforts helped ukactive, the leading organisation for the physical activity sector, highlight the scale of 'Generation Inactive' and suggest ways of tackling the problem, reaching an audience of around 20million through coverage in the Guardian, BBC, Sky News and elsewhere.

Transcript

1. UKACTIVE: SHOWING THE ALTERNATIVE TO ‘GENERATION INACTIVE’ Client name Sector Timeframe ukactive Health and fitness June 2015
2. 2 Credentials | © Journalista 2015 | journalista.co.uk 01 31 pieces of national coverage and 114 pieces of local coverage. 02 TV coverage for Sky News and ITV’s Good Morning Britain, as well as six BBC Local Radio appearances. HIGHLIGHTS 03 Press and online coverage had a total reach figure of 19,969,531 04 Over 10,000 shares on social media, across Facebook, Twitter and LinkedIn. 05 AVE (Advertising Value Equivalent) of coverage totalled £265,274.59 – a ROI of 4,320%
3. 3 Credentials | © Journalista 2015 | journalista.co.uk COMMUNICATIONS STRATEGY: DR FOSTER Our strategy used targeted media relations to highlight the significance of the report within the wider narrative around physical inactivty. We positioned ukactive as a constructive voice coming up with suggestions on how to turn things around and get kids more active. Following the appointment of a new Chair – former Paralympian Baroness Tanni Grey-Thompson – and Board, ukactive was keen to the publication of a new report into primary children’s lack of fitness, Generation Inactive, to highlight its role as the leading body for the physical activity sector. The report highlighted some startling statistics – including that half of 7- year-olds weren’t meeting physical activity guidelines. ukactive’s call to test children’s physical activity chimed with wider debates around the burden of long-term ill health on the NHS and the £20bn cost of physical inactivity. Problem Insight Strategy Tactics Results We liaised with the Guardian to run the story as an exclusive and simultaneously liaised with national broadcasters including the BBC, ITV and Sky News to film packages at a primary school where physical activity was integrated throughout the school day. ukactive received 145 pieces of coverage relating to the report, including further press coverage from the Daily Mail and Daily Mirror. This set the scene for the formal unveiling of the report and opened up political conversations on how ukactive could assist in tackling the physical activity problem in schools. 19,969,531 potential audience of coverage 145 pieces of coverage £ 265,274 Advertising Value Equivalent (AVE) of coverage – ROI of 4,320%
4. 4 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRESS COVERAGE - NATIONAL
5. 5 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRESS COVERAGE - NATIONAL Value: Client: Source: Date: 3657.6 Page: Journalista Reach: The Times (Main) 01 July 2015 Size: 21 390962 120cm2 Value: Client: Source: Date: 3446.3 Page: Journalista Reach: The Guardian (Main) 19 June 2015 Size: 11 174941 241cm2
6. 6 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: ONLINE COVERAGE
7. 7 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: ONLINE COVERAGE
8. 8 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: ONLINE COVERAGE
9. 9 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: REGIONAL COVERAGE Journalista secured coverage from the Press Association, who ran the story on their newswire. This was picked up by over 100 local news websites across the UK. Journalista also arranged radio interviews with six BBC Local stations, reaching a combined listenership of 294,000.
10. 10 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: BROADCAST COVERAGE
11. WWW.JOURNALISTA.CO.UK GET IN CONTACT WITH US: JAMES@JOURNALISTA.CO.UK +44 (0)203 817 7623