ShelterBox is a UK charity that since 2000 has delivered shelter to more than a million people in the wake of natural and humanitarian disasters. Its’ staff and volunteers are often amongst the first to arrive following natural disasters such as earthquakes, hurricanes, and floods. It also works with local partner agencies to deliver aid in regions experiencing conflict such as Syria, Iraq, and Nigeria. Competing with well-known charities for donations, ShelterBox was struggling to get its voice heard outside its base in Cornwall.
To gain attention, we developed a programme built around the needs of the UK media when reporting on disasters. This included speed to facts and good quality content. The programme dramatically cut the time to supply the media with on the ground facts and expert comment describing previous disasters in the region and specific challenges response teams will be facing.
With a need to give the world good quality pictures and footage of the scene, ShelterBox response teams were trained by BBC journalists on what good content looks like, and how to capture broadcast quality film with limited equipment. We also introduced ShelterBox to a UK foreign correspondent mentoring scheme, with a view that ShelterBox will bring young journalists on their expeditions for experience, in exchange for good quality coverage.
Alongside news outlets, we also profiled the ideal charity donor, and built a targeted approach to ensure they regularly saw ShelterBox in their media.
Results
The campaign dramatically raised the profile of ShelterBox. Alongside its loyal BBC Cornwall coverage, it grew to gain regular appearances on BBC Breakfast, ITV’s Good Morning Britain and Newsnight.
Alongside news outlets, the targeted campaign also ensured ShelterBox gained visibility in women’s media including Waitrose, Good Housekeeping and Hello! Magazine.
But most importantly, there was a direct correlation to the media gained, to the growth in funds raised seen, allowing the charity to expand the number of expeditions it could do.
Healthy Reputations 