Case Studies

Co-op Midcounties launches new fund to provide free childcare support for NHS workers during COVID-19 crisis

We worked closely with Co-op Midcounties on the launch of their £25,000 fund to help NHS workers cover the cost of essential childcare during the Coronavirus. Our overall objective was to drive coverage across regional broadcast media that encouraged parents who were non-key workers to show their support for frontline NHS workers by donating to the fund.

We employed a very targeted approach to regional media in the areas where the fifteen Co-op nurseries benefitting from the fund were located. We offered filming opportunities at the nurseries, interviews with local nursery managers and parents – all whilst ensuring we were following the government’s social distancing measures.

Coverage secured included LBC News, BBC South Today’s lunchtime and evening news programmes, Capital FM Midlands, Heart West Midlands, Smooth West Midlands, Free Radio Wolverhampton, Greatest Hits Teesside, BBC Radio Derby, BBC Sussex & Surrey, BBC Radio Oxford, BBC Wiltshire and more.

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