FINALIST CIPR PRide Awards 2007 for Best Low Budget campaign

Overview
Round Table, a national association for men aged 18 to 45, wants to enhance its profile and increase membership. Mosaic Publicity recognised that a project in Kent where Tablers were working with offenders to clean up the area had broader PR appeal. Working jointly with the National Probation Service and Round Table, we launched the UK Clean Up Campaign, which became a major part of National Inside Justice Week in November 2006. The aim was to test the Clean Up campaign in four cities – London, Leicester, Portsmouth and Bradford.

Plan & Strategy
Mosaic drew up a PR plan incorporating the following:

• numerous discussions, emails and phone calls to find towns where we could run the campaign
• meetings with the National Probation Service in London
• liaising with Round Table President Richard du Bois, local Round Table chairmen, offenders taking part in the scheme and Home Office Minister Gerry Sutcliffe MP
• media packs with press releases written by Mosaic Publicity
• giving advice to each Table about how to handle the media
• press releases about the campaign, including a launch event plus constant liaison with relevant media
• writing a feature for Round Table’s own publication, Tabler magazine
  
  

Audiences
Public, young men under 45 and their families/associates, existing Round Tablers.

Results
The campaign attracted huge coverage over a very short period of time, costing Round Table £2,000 but generating coverage worth the advertising equivalent of £54,000! We achieved coverage on BBC Radio Five Live, 3 regional TV stations, 10 radio stations, 5 newspapers, plus on various news websites, and in Tabler magazine.