© Rewired PR Ltd 2013 Chewing Gum Action Group 2013 workshop

About Rewired PR: The team © Rewired PR Ltd 2013 Offices in Birmingham and London Team of 10 Extensive experience in CSR, education & learning and retail campaigns Award winning

PR will: Complement the advertising Be used to secure positive coverage in your local media Appear as opinion or recommendation Reach a wide target audience Help disseminate your message to your target audience Include the campaign’s key messages Influence opinion and behaviour © Rewired Media Group Ltd 2013 What is PR?

Tapped into Olympic and Paralympic excitement; do your country proud 14 Local Authorities took part Overall reduction of chewing gum litter 54% – Cardiff Council - 93% – Nottingham City Council - 88% – Coventry City Council - 85% 37 pieces of media coverage What happened in 2012? © Rewired PR Ltd 2013

© Rewired Media Group Ltd 2013 Increase awareness amongst gum chewers that gum is litter and shouldn’t be dropped on the floor Increase responsible disposal of used chewing gum Increase sense of local pride Educate gum chewers that there is a fine of up to £80 if caught littering gum 2013: Aim of the campaign

Creative campaign ‘Bin it your way’ Brightly coloured adverts feature professionally choreographed and highly innovative dance moves Encourage gum chewers to responsibly dispose of gum litter in an engaging way or risk facing a fine of up to £80 © Rewired Media Group Ltd : Creative campaign

Leverage 2013’s advertising campaign and target regional media Raise awareness of the campaign by reporting on 2012’s positive results Work closely with participating LAs and BIDs to ensure a coordinated approach Secure high quality media coverage that delivers key messages © Rewired Media Group Ltd : PR aims

Launch 2013 campaign - creative photography tying in with ‘Bin it your way’ theme Launch in London Borough Roll out to participating LAs/BIDs Support LAs/BIDs with toolkit including: – Template press release with approved CGAG quotes – Q&A document about the campaign – Photography and tips on how to take press worthy shots © Rewired Media Group Ltd : Approach

Phase 1: pre-launch 1.Draft press release, photo call notice and approve quotes; regional and national versions 2.Compile media lists; national and 16 tailored regional 3.Stage creative photo stunt to launch campaign 4.Send embargoed release to LAs/BIDs ready for issue; assist with getting additional quotes if needed 5.Confirm roles and responsibilities for ‘sell-ins’ with LAs/BIDs 6.Send embargoed release to nationals day before launch © Rewired Media Group Ltd : Approach - how will Rewired help?

Phase 2: launch day 1.Contact national press and broadcast press to secure coverage 2.‘Sell in’ to key regional titles and outlets 3.Liaise with LAs/BIDs to assist with media enquiries 4.Assist with any interview requests © Rewired Media Group Ltd : Approach - how will Rewired help?

Phase 3: post-launch 1.Continue to liaise with regional press to drive coverage 2.Identify opportunities and feedback to LAs/BIDs 3.Collate coverage and evaluate impact - Key messages - Photography - OTS/AVE - Region breakdown © Rewired Media Group Ltd : Approach - how will Rewired help?

High quality coverage Delivery of key messages Strong geographical spread © Rewired Media Group Ltd 2013 How will we know if 2013 has been a success?

Rebecca Williams – © Rewired PR Ltd 2013