PR Case Study: Stand Agency – Safer Internet Day
Stand Agency used a survey of young people’s online experiences and Safer Internet Day partners to help amplify the UK Safer Internet Centre’s messages.
Campaign: Safer Internet Day
Client: UK Safer Internet Centre
PR Team: Stand Agency
Timing: Tuesday 6 February 2018
Summary
The UK Safer Internet Centre (UKSIC) coordinates Safer Internet Day every year in the UK, a global advocacy day encouraging safe and responsible technology use for young people.
With daily news stories around the risks that young people face online, the agency saw an opportunity to cut through the media noise and promote the client’s key messages to young people.
Objectives
Safer Internet Day is a competitive news day and Stand Agency’s brief was to inspire a national conversation around young people’s online use.
Strategy and implementation
The key was to empower young people with a story that felt honest and positive, not patronising.
Working alongside the UKSIC team, we surveyed young people’s experiences of technology in their lives and relationships. The findings revealed the positive role of technology in how young people develop relationships and maintain their social lives. It also showed some of the risks and pressures that young people are facing.
Armed with a strong story and stats, Stand Agency launched a full-scale national, regional, broadcast and online sell-in. We coordinated our sell-in with key Safer Internet Day partners including the BBC, BT and Liverpool FC to maximise the impact of the day.
Knowing it would be a competitive news day, we secured briefings with key media in advance to ensure we were best placed to land quality coverage.
Results
We secured extensive media coverage on Safer Internet Day with a total reach of over 531 million people.
The UKSIC’s research and spokespeople were featured in broadcast coverage across the day including BBC 6 o’clock News, national and regional BBC Radio stations, ITV News and Sky News.
It secured coverage with major nationals including Mail Online, The Sun, i and The Independent.
UKSIC spokespeople were interviewed and quoted over 30 times, using the agency’s research as a springboard for discussions around young people’s online lives.
Client feedback
Will Gardner, director at the UK Safer Internet Centre, said: “Stand put so much energy into making Safer Internet Day an enormous success. We are delighted with the coverage and are really pleased that our positive message shone through on such a busy news day.
“We have loved working with the team to achieve the biggest Safer Internet Day yet, and feel very proud of what has been accomplished.”
