Broadcasts That Shifted the Narrative

When a campaign is influential and achieves amazing things, it becomes a testament to the power of seeing beyond everyday goals. This isn’t just about getting your brand seen and your messages across. When done right, a broadcast PR strategy can move the dial towards progress. 

From health campaigns and fundraising, to influencing Parliament and even changing UK law, these stories show the real-world impact broadcast can deliver.

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It is no mean feat to move someone emotionally – whether that’s making them laugh, or making them cry, or kindling a sense of injustice. But it’s a whole new challenge entirely to actually move people to action.

By examining what drives that response, we can see how powerful storytelling, trusted voices and the right platform can work together to inspire real change – and this understanding offers valuable insight for anyone planning their next campaign. These examples show what it takes to turn broadcast moments into meaningful results.

Changing Behaviour 

When we worked with Terrance Higgins Trust, an HIV prevention and support charity, the combination of:

• A powerful real-life story from actress, singer and radio personality Beverley Knight.
• An on-air live test by the British Prime Minister Keir Starmer. 
• A wide-ranging broadcast PR strategy that resulted in coverage on 58 stations, including Good Morning Britain and BBC Breakfast.

Helped them achieve their goal of raising awareness of the accessibility and ease of HIV self testing and raise awareness of the thousands of people living undiagnosed with the condition in the UK. Our broadcast strategy sparked a 99% increase in self-test kit orders – helping to protect people’s personal health (HIV when identified early is a non-fatal, manageable condition) and work towards the ultimate goal of zero transmission by 2030.

We’ve also seen this effect in raising vital funds for charity. When we worked with the RBLI (Royal British Legion Industries) in an integrated campaign that encompassed the creation of editorial video content with strategic broadcast PR, the campaign cut through at a competitive time around the VE Day 80th anniversary. With clear sales spikes during broadcast appearances, the charity raise over £40,000 through the purchase of their iconic Tommy figures. 

Reaching Policymakers 

In ongoing work with the British Hair Consortium and The Salon Employers Association, we have helped raise the issues facing this industry by being plugged into the news agenda and creating opportunities for their spokepeople at key moments – alongside strategising dedicated features with real-life case studies. In last year’s Autumn Budget, this tactic got their message all the way to Westminster. 

With the compelling and troubling data that increased financial and tax pressures on UK salons will lead to one in four facing insolvency, broadcasters were keen to talk to Toby Dicker (founder of the Salon Employers Association) – including Sky News and other national outlets. His emotional appearance was so impactful it was not only featured on the Sky News website, it sparked Parliamentary debate that led to government meetings. 

Changing Legislation 

If a PR campaign ever had a bold and ambitious aim, it was Bumble – a woman-first dating app – setting out to change the law. With 37% of women under 44 having received a picture of male genitals without their consent, Bumble aimed to criminalise cyberflashing. 

They teamed up with Love Island’s Amy Hart, the Director of UN Women UK, and Professor Clare McGlynn QC, and we strategised a hard-hitting campaign that highlighted the harm of cyberflashing, utilised real-life case studies and gave the spokespeople room to share their powerful narrative. 

The result wasn’t just hundreds of pieces of coverage. It was landmark legislative charge, where cyberflashing was included in the Online Safety Act and became illegal in the UK. 

Reframing Culture

Broadcast’s influence isn’t limited to policy or behaviour, it can also reframe how we see the world around us.

When we partnered with Snap to launch their Hidden Black Histories Snapchat lens, the aim was to shine a light on important Black figures from history through an immersive AR experience in Trafalgar Square. Fronted by Tukwini Mandela, whose emotional response anchored the campaign’s hero video, the story resonated across major broadcasters including BBC News London, Channel 5 News, Good Morning Britain and Sky News.

The result was more than awareness; it was reflection. A creative use of storytelling and technology that helped audiences connect with history in a deeply human way, reminding us how broadcast can drive cultural understanding as powerfully as it drives conversation.

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Broadcast PR is not just for storytelling; it’s a catalyst for real change. At its best, broadcast PR connects people to purpose. It turns stories into movements and moments into momentum. By thinking beyond immediate goals to consider how your PR campaign can truly shift the narrative, you can create something that’s not only memorable, but inspiring.