RAISING AWARENESS OF THE HELP AVAILABLE FOR MUSICIANS DURING LOCKDOWN – AND DRIVING DONATIONS
In March 2020, Help Musicians launched a £5m hardship fund to offer support to musicians struggling financially due to Coronavirus. The fund made one off payments of £500 to 10,000 musicians across the UK in order to help them with household expenses and other living costs.
In order to make musicians aware of the help that was available, Newsfeed worked with Help Musicians to conduct a burst of media relations activity. We developed the news into a hard-hitting press release which was sold in to national, consumer, trade and regional media, whilst a broadcast advisory was created, offering key spokespeople from Help Musicians to media to discuss the issue.
Results: In total, the press release and subsequent media engagement led to a total of 120 pieces of coverage, with a total reach of over 92m. In addition, broadcast outreach drove coverage in high quality, trusted outlets, including nine different BBC stations. Interviews took place on some of the UK’s key national radio stations, including LBC and BBC Radio 5 Live – which have a listener reach of over 8 million. Further to this, Help Musician’s launched a second, smaller fund, and thanks to the foundations set by the initial outreach, we were able to secure a second wave of coverage in the likes of BBC Online and Radio 1 Newsbeat.
Not only was the campaign a success from a coverage perspective, it also led to Help Musicians recording its largest ever number of inbound calls from musicians in a day (over 3,000) and to a total of over £3m being donated by the public and corporate donors in the following days – which the charity attributed to the PR outreach.