ON were asked to help promote Royal Mail’s Dog Awareness Week to highlight the very real issue of thousands of dog attacks on postal workers every year in the UK.
As this was the third year in a row that ON has worked on this campaign, we knew from experience that case studies would be key to landing the top tier coverage. With hyperlocal dog attack statistics also at our disposal our goal was to secure coverage far and wide. We targeted local regional stations that had experienced the most attacks in their area. To ensure it landed well across national broadcasters we offered compelling case study interviews and focussed on the headline figure that showed the number of dog attacks had risen in the UK overall.
The story reached a nationwide audience of 54 million, broadcasting to nearly 80 different radio and TV stations.
TV Interviews with our Royal Mail spokesperson and case studies were run on BBC Breakfast, BBC News, Sky News and Channel 5. BBC Radio 5 Live, BBC Radio 1 Newsbeat, Sky News Radio and LBC also covered the story extensively throughout the day.