Research by the charity Oasis Community Housing has revealed that 94% of people facing homelessness have experienced one or more traumatic incidents that have left them unable to access the help they need. The charity approached Holdsworth Associates to help them maximise the impact of its first advocacy campaign.
Strategy and implementation
Working collaboratively with the in-house teams, Holdsworth Associates reviewed the research document and created a compelling message and call to action for the media relations.
The story line was developed and supported with evidence and a case-study of a service user.
National and broadcast media plus industry publications were targeted to reach a range of influencers and policy makers and consumer-facing publications such as the Big Issue were approached to gain both pull and push for the recommendations of the report.
We identified the key journalists through research and engaged with them, pitching the story to enable them to create individualised stories relevant for their audiences.
Media training with the Chief Executive and briefing of project managers ensured that key messages were communicated.
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Outcomes:
- Quality coverage in strategic media targets including national media and broadcast
- Creation of warm, receptive journalist contacts for future stories
- Profile for the charity and its work
- Additional resource for the in-house team, adding value at short notice
The Oasis Community Housing Campaigns Manager was delighted with the support and the outcomes:
“In two months alone we’ve had almost 80 people sign our online pledge in support of the campaign – written questions on trauma and homelessness have been placed in the House of Commons by the Shadow Homelessness Minister, and we have had an invitation to sit with her at a sector roundtable. Not to mention all the media coverage and social mentions.“
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