Local Heroes campaign

ClientFlood Re
LocationNational
Time2017
Services

Background

Following Flood Re’s launch in April 2016, a need was identified to engage with communities on the ground in flood affected areas. The ‘Local Heroes’ campaign was born to reward and recognise individuals and/or community groups showing great spirit and resilience around flood relief.

Key project information

Local Heroes was launched to coincide with the 10-year anniversary of the 2007 floods (17 June – 25 July) and was aimed at householders in flood risk areas and key stakeholders involved in flood prevention and relief.

The campaign targeted the worst affected regions across the UK during the 2007 floods. Entries were encouraged to be submitted via the campaign’s microsite to highlight the great work their nominated ‘local hero’ commits to their local community, and for a chance of winning £10,000 towards a community flood relief project.

A panel of experts from across the industry judged the entries with the five finalists and one winner being revealed at an awards ceremony attended by stakeholders, MPs, flood groups and the insurance industry.

 

How we assisted

The search for local heroes was instigated through an integrated communications approach targeting the affected regions identified.

A range of tactics, including posters and leaflets and advertising, were implemented to ensure that the messaging around the campaign was wide reaching, with all content driving people to the campaign microsite to submit their nomination for their ‘local hero’.

Activity launched with a four-week radio campaign and was amplified across social media through a mix of local media (paid and organic). In addition to Flood Re’s attendance at key local community events, becg built on the existing relationships with community and flood groups to help spread the word.

A series of short video content and engaging social media visuals ensured content was used to bring the campaign to life and encourage engagement.

Outcome

Sponsorship for the scheme was secured from two insurers, NFU Mutual and Covéa Insurance as well as endorsements from Defra and other key stakeholders.

The campaign results surpassed expectations reaching millions of people across the UK through a mix of radio, paid and organic social and media coverage.

  • 146 entries received from a range of counties including the key target areas.
  • 62 pieces of local press and radio coverage secured with a reach of 4.6 million.
  • Over 131,409 reached on social media with a 14.6% increase in social impressions and 18% increase in engagement.
  • 300 community and flood groups engaged with via newsletters and social media.
  • 134 attendees at awards ceremony event including MPs, insurers, stakeholders, community groups and sponsors.