How we helped a domestic abuse charity achieve national recognition!

THE BRIEF

Established in 1996 The Hampton Trust is an award-winning domestic abuse charity, which delivers domestic violence perpetrator programs within the criminal justice system to reduce re-offending. Our key PR objective was to raise awareness of the work of The Hampton Trust in both regional and national press, educating those in the third sector industry and the wider public on their services and expertise.

THE CHALLENGE

There are several high-profile domestic abuse charities in the UK who have established reputations as being the experts in their field. Our challenge was to place The Hampton Trust side-by-side with these charities, while shining a light on their innovative mission of reducing domestic violence by working through intervention and rehabilitation programs for perpetrators.

THE SOLUTION

PR campaigns in the third sector can be challenging for a number of reasons, especially in the sensitive field of domestic abuse, but through careful liaison with The Hampton Trust and the media, the Sunny Bird PR team managed to achieve consistent results. Below are just a few of the ways in which the team delivered those consistent results…

CARA Workshop Press Visits
SBPR interviewed an attendee of one of The Hampton Trust’s CARA (Caution and Relationship Abuse) workshops and compiled a feature for the national press. This feature resulted in journalists from both Cosmopolitan Magazine and The Daily Telegraph visiting CARA workshops for themselves and compiling high-profile features in 2020, due to reach over 523,000 people.

CEO Profile
To ensure The Hampton Trust was positioned as the voice of authority in its sector, the SBPR team complied a feature on the CEO of the charity Chantal Hughes. This feature led to a series of exclusive opinion pieces running in Third Sector online, a coveted publication read by 123,000 voluntary sector workers.

Woman & Home Awards
SBPR nominated Chantal for the Woman & Home Awards, which champion women doing extraordinary things, in the ‘Changing our Country’ category. Chantal won the award, attending a photoshoot and a high-profile awards ceremony at London’s Claridge’s. This raised the profile of The Hampton Trust not only to the attendees, but to the 237,000 readers of Woman & Home Magazine.  To celebrate Chantal receiving this award SBPR complied a post event press-release, sharing the news with the regional press and achieving further coverage, which reached over 186,000 people.

Reacting to Television
The SBPR team know the importance of reactive media opportunities, and for The Hampton Trust we knew that prolific television storylines would bring domestic abuse into the public eye and into the news. Making sure we were up to date with the content of primetime soaps and dramas meant the team secured interview opportunities for Chantal in the Metro Online, the Daily Express Online and Tyla Online. These pieces of coverage reached over 3 million people, establishing The Hampton Trust as experts in the field and raising awareness of the charity as a go-to for comments on domestic abuse news for the national press.

Project White Ribbon Day
White Ribbon Day, and the 16 Days of Action is an annual event which raises awareness of domestic abuse against women. The SBPR team compiled press releases to highlight all of the work The Hampton Trust carried out during this time to raise awareness. The team also pitched Chantal as a spokesperson to target titles and broadcast media. The team’s PR activity secured 10 pieces of coverage for The Hampton Trust, including three features on the BBC South Today TV news programme, reaching over 2.7 million people.  

Regional Press
SBPR knew the importance of highlighting the work of The Hampton Trust to those who would need it the most, so the team ensured that regional press was given updates on essential news from The Hampton Trust. We secured 25 pieces of coverage for The Hampton Trust in Avon & Somerset, Hampshire, Dorset and the West Midlands, across broadcast, radio, online and print press raising awareness of the CARA workshops, the link up with the regional Police and the Hampton Trust’s ADAPT (Accredited Domestic Abuse Prevention Training) program. All of this coverage reached over 3.2 million people and would have cost over £29,000 in advertising!

THE OUTCOME

SBPR worked closely with The Hampton Trust to produce a wide variety of features and opportunities to increase the charity’s awareness in the public eye. Through harnessing awareness days, reactive opportunities and awards ceremonies the team achieved a total of 40 pieces of coverage for the charity over 12 months, reaching over 7.7 million people, with an advertising value equivalent of over £287,000.

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