Friends of the Earth approached us to help to raise awareness of the green group’s latest data analysis which showed the most and least eco-friendly councils in England and Wales.
We knew climate change is a popular topic of discussion and had strong hyperlocal climate change performance ratings at our disposal. Our plan was to identify and highlight the top 10 best and worst performing councils and, armed with these statistics, the team targeted the largest regional stations in each area with local figures. Having the authoritative voice of the CEO of Friends of the Earth available for interview helped us broach the national news space.
The story achieved around 100 coverage items across radio including news bulletins and feature discussions – including LBC.