Sue Ryder – Grief Kind

BACKGROUND

Healthcare charity Sue Ryder approached ON to provide Broadcast PR to raise awareness for its online bereavement support services in January, as historically it’s the month that is the most difficult time of the year for those grieving the loss of a loved one.

OUR THINKING

Armed with strong research exploring why January is one of the most challenging months to grieve, the charity’s own data highlighting a surge in demand at the start of the year and a compelling case study, we knew we had all the assets to appeal to different broadcasters across the country – and we were right.

RESULTS

The campaign was a huge success reaching an audience of almost 10 million and spanning more than 30 broadcasters. Coverage included over a dozen local BBCs with the most remarkably emotive package on BBC Radio 5 Live dedicated to Grief Kind for almost an entire hour.