To the Beat of the Children’s Heartbeat Trust

In 2022, RNN Communications was tasked to raise awareness of the work of the Children’s Heartbeat Trust and to help launch Northern Ireland’s first children’s ambulance, which was commissioned by the charity and the Northern Ireland Ambulance Service, with support from the Northern Ireland Specialist Transport and Retrieval Service (NISTAR).

The Brief

To raise the profile of the charity
Create an understanding of children’s heart conditions
Communicate how the new children’s ambulance will impact families
Inform the public of the charity’s commitment and investment in the children’s ambulance
Secure maximum coverage including at least one national TV feature

The Solution

RNN Communications conducted in-depth stakeholder mapping to create an extensive media strategy
RNN Communications worked alongside the charity to identify spokespeople including families from every county in Northern Ireland and matched the stories to the most relevant media
A launch press release alongside six regional-specific press releases were drafted, highlighting how the service will be of benefit to every county in Northern Ireland
RNN Communications pitched news to the media and facilitated a number of interviews on the day of the launch

The Outcome

Blanket broadcast coverage on launch day including news on all national radio bulletins and two TV features in the lunchtime and evening news on BBC and ITV
Across the board national and tabloid coverage, including a front page, supplemented by online articles across all major news media’s websites.
Coverage achieved outside of Northern Ireland – the Daily Mail, the Independent (UK) and the Irish Independent
Regional coverage in every county in Northern Ireland
Social media posts achieved an increase of 82% versus the previous 30 days’ engagement
Total organic social media views / likes of over 21,000
Total campaign reach of over five million