Attracting media coverage as a charity is difficult at the best of times but on the run-up to the festive period, the obstacles seem insurmountable. Saturation of television, radio and print areas with advertising and a population who are already (literally) counting the cost of the Christmas period combine to make an environment which makes it incredibly difficult, especially for small charities, to get the visibility they need at such a vital time of the year.
One way around this is the charity single, something which, importantly, lends itself not just to radio play but coverage in all areas of the media which give exposure to the cause which is being championed. Not all singles released in support of a charity are aimed specifically at raising funds. For many, the ability to been seen by a huge, captive audience is invaluable, allowing for small charities and organisations who some sections of the general public may not even be aware existed.
In 2018, Quite Great was approached by Gifted Organs, a small organisation dedicated to a project with the sole purpose of raising awareness of the life-saving gift of organ donor registration through the creation of uplifting music. From small beginnings, they had grown into a 26-piece choir and had a self-written song which they wanted help in reaching an audience. Key to helping Gifted Organs was understanding both the aims they had for the single and understanding the stories of the band members, all of whom were either recipients of donated organs or were on the waiting list. Through talking to the choir and discussing the different angles which could be used to attract media attention, we were able to create a successful marketing campaign which delivered some incredibly exciting results, even during a period when every minute of airtime and every column inch of space is being squeezed by music and stories from around the world.
Highlights included:
BBC One’s The One Show
Talk Radio Europe
Regional ITV News Reports around the UK
Regional BBC Radio Interviews and Radio Play Across the UK
A Feature in The Sunday Times
Sunday Mirror
Sunday People
Sky News
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