Firefly increases public requests for information by 400% for Independent Age
Charity Independent Age devised Wise Guides as a way to keep older people informed.
With the first Wise Guide focused on the government benefits available to the vulnerable elderly, Firefly wanted to put PR to the test: to communicate with a hard-to-reach audience and drive them to ask for more information. Firefly recommended a simple and hyper-local awareness drive.
- Drive Independent Age awareness with the over-65s and their carers
- Generate audience engagement and increase Independent Age Wise Guide requests
- Get local and regional newspapers to back a national campaign
Firefly’s route to success was to create a PR story around the number of older people who are not claiming the benefits they’re entitled to. This angle was chosen to educate and prompt older people and their support network into action. Firefly also knew that this would be a powerful hook for media, wanting to responsibly support their older readers.
Furthermore, knowing that older people are regular readers of local newspapers, this story strand could easily be highly localised to give the broader story a local hook.
Firefly and Independent Age used UK government data on Pension Credit – one of the main benefits for older people living in poverty – to calculate the number of those who could be claiming that aren’t.
Firefly and Independent Age created a formula that could be applied to each local authority in the UK, to create a figure of those not claiming Pension Credit. Using these figures, Firefly and Independent Age devised a list of the top 100 areas in the UK where there are the most vulnerable older people and targeted these regions with the story.
Success was measured not just with coverage results, but – more importantly – a pick-up in the amount of Wise Guides requested via email, telephone or the post.
Firefly and Independent Age’s campaign resulted in a large uplift in Wise Guide requests. Before this PR campaign, Independent Age received 1,000 requests a month. After the first few articles began to appear, requests went up to 1,000 a week – a 400% increase in public requests.
Meanwhile, Independent Age’s data own suggests that 40% take action from Wise Guide 1, meaning that thanks to PR, thousands more vulnerable older people are beginning to receive the support they’re entitled to.
Media results included:
- Number of regional articles – 108
- Number of readers reached – 2,428,965
- Percentage of pieces which included a phone number – 97.9%
- Percentage of pieces which included a link – 75.9%
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