icas public relations, IPR Sword of Excellence Award Winner 2001:
Community Affairs
The Challenge:
To create media coverage for the Environment Agency’s Flood Action Week
2000 as part of a strategy to encourage the "at risk " public to protect
themselves and their property from flooding .
The Solution:
The campaign strategy was to bring to life the impact of flooding into the home
and engage the message: "Flooding. You can’t prevent it. You can
prepare for it."
National press and broadcast media were targeted with flood risk stories from
property, personal finance and environment angles. A VNR was commissioned and
TV gardener Charlie Dimmock was chosen to give the campaign popular appeal.
A 3-page special report on flood risk appeared in The Times telling the story
of the Environment Agency’s work.
Outcomes:
Media coverage for Flood Action week exceeded all expectations , despite competing
with the fuel crisis for attention. The primary objective of reaching tabloid
media was achieved with coverage showing a strong focus on the "be prepared"
message, with prominence given to the new flood warning codes and Floodline
number.
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