Making national front-page news
Outward Bound is a fantastic charity which uses wild adventure to help young people realise their potential through learning, challenge and discovery in the outdoors. Most of the youngsters it works with need funding to attend, and we were challenged to raise its profile on a national level.
We mined for stories, digging out the incredible tale of how youngsters who attend Outward Bound’s first ever site, at Aberdyfi on the North Welsh coast, still perform the same exercise in the sea first devised to save young sailors’ lives torpedoed during WW2.
We also crafted a story based on a ubiquitous news format (‘You’re pitching your Glastonbury tent all wrong’) and we used a natural annual occurrence to create a warning for anyone heading outdoors (‘Midge-ageddon’).
Result: nationwide print, broadcast and online coverage, together with stories and subjects the client could own. We literally made national front-page news.
And then we positioned Outward Bound in a conversation about outdoor education, working with Liz Smith MSP ahead of the Outdoor Education Bill returning to Holyrood – generating coverage ranging from the BBC TV Scotland politics team filming at Outward Bound’s site in the Scottish Highlands to a Times editorial by its CEO.
Recent campaigns have generated front page and prime-time news for a range of clients. From taking amazing people’s stories to a national audience, through the Windrush 75 celebrations, to placing retro channel Rewind TV in conversation with industry body Ofcom.
We have created campaigns for charity Outward Bound that introduced it to a whole new audience (‘You’re pitching your Glastonbury tent all wrong…’) while also positioning itat the heart of a parliamentary debate on young people and outdoor education.
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