Recently for our client, Childcare.co.uk, we created the ‘Free Anti-Bullying Self-Defence Classes For Kids’, which delivered excellent PR campaign results…
We work with the UK’s largest online childcare platform, Childcare.co.uk, handling its PR and creative campaigns on an ongoing basis.
Childcare.co.uk had recently run some research to look at the opinions and concerns of parents. It revealed that 52% had said they’re worried about bullying above other concerns such as childhood obesity and internet safety.
With these insights and with Anti-Bullying Week looming, we knew that Childcare.co.uk is well-placed to highlight this issue.
We worked with our client to come up with a creative PR campaign that would do good and look to tackle the problem of bullying. We thought, why not partner with an organisation, such as The Jiu Jitsu Foundation (which is a national martial arts organisation) to offer children free self-defence classes?
The classes would be created to help youngsters learn how to defend themselves physically, as well as become more active, develop leadership skills and build their self-esteem. It would be available to all Childcare.co.uk members, and those who weren’t, could sign up, for free to become a member.
We also included an offer – the first 500 Childcare.co.uk members to register their interest would receive a free month’s worth of classes for their child.
We packaged the campaign up into a news release and issued the story far and wide before Anti-Bullying Week (12th-16th November 2018). It achieved some fantastic PR results…
PR campaign results:
100+ pieces of coverage.
Every piece of coverage had a follow link to Childcare.co.uk’s website – with an average DA of 72.
To date, close to 6k parents have signed up their children for self-defence classes, meaning this has made a real impact to families’ lives.
The sign ups also meant that Childcare.co.uk had a boost to its member numbers!
Want to know how we could deliver great PR campaign results for your company?
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