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Find A Better Way

Find A Better Way

Firework PR was initially chosen to manage two projects for landmine charity, Find A Better Way. As a result of the successful campaigns, Firework was appointed to run an ongoing retainer.

Brief

Firework PR was tasked with managing two projects on behalf of the charity Find A Better Way. Founded by Sir Bobby Charlton in 2011, Find A Better Way aims to rid the world of the effects of landmines by focusing on three main areas; detection, protection and regeneration. The initial PR campaign was put in place to drive national awareness of the charity’s progress to date, as well as launch new strategic projects to complement the overall goals.

Activity

The first project Firework PR looked after was for the charity’s involvement in the Soccerex event in Manchester. The event announced strategic goals for the organisation. Firework PR developed an awareness campaign specifically based on building interest around the charity within the sports business community and used the Soccerex event as a vehicle to promote Find A Better Way. Press releases were issued to local businesses and social media was used to publicise the event.

Find A Better Way also unveiled its REgenerative medicine SOLutions for the Victims of landmine Explosions (RESOLVE) initiative. RESOLVE announced a strategic partnership with Imperial College London and Georgia Institute of Technology that will lead to the researching and developing of regenerative medicine treatments for landmine injuries. Firework PR, alongside Imperial College London, launched the initiative in conjunction with a fundraising gala dinner held by the college. Individually, Firework PR pitched RESOLVE to the broadcast media and gained BBC interviews. Liaising with the college production team allowed interviews with leading professors to be recorded and distributed. Integrating with social media allowed publicity to spread successfully.

Results

As a result of the PR drive for RESOLVE, Sir Bobby Charlton and Professor Anthony Bull were both interviewed in pre-recorded package aired on BBC Breakfast and a live interview on BBC Radio 5 Live with Martin Dansey. This generated broad interest in the charity and showcased to the viewers and listeners what Find A Better Way aims to achieve. The success of the PR campaign generated content-based stories being published in regional key media titles.

Tatton MP George Osborne visited the charity and as a result of the publicity generated by Firework PR, agreed to hold a Number 11 event in 2015. The charity will be showcased with the aim of gaining as much funding as possible in order to reach the $100 million target.

Firework PR was appointed to conduct an ongiong retainer for Find A Better Way and the charity now uses PR communications as a strategic tool to drive support and awareness.

Testimonials

"The Firework PR team offers a wealth of experience in the world of sport and not-for-profit sector as well as bringing in broad consumer and business communication awareness skills. Firework PR showed an ability to swiftly map onto our priorities whilst demonstrating the return on investment PR offers to ensure that every penny counts, which is critical to us as a charity and to our supporters."
Martin Dansey, CEO, Find a Better Way