The Challenge:

With proposed funding cuts set to threaten Edinburgh’s charity sector, Edinburgh Health Community Forum (EHCF) contacted Represent to raise public awareness and provoke a reaction that would avert the immediate removal of £4.5 million grants programme for Edinburgh charities.

The Solution:

Within 24 hours of being appointed, Represent devised and executed an impactful media briefing that resulted in regional and national coverage for EHCF, in addition to further requests for press interviews.

What’s more, the attention brought about by this hard-hitting campaign ultimately contributed to the decision to pause the funding cuts.

The Strategy:

• Developed strong key messages and collated key stats that demonstrated the impact the cuts would have on Edinburgh’s most vulnerable.
• Devised a media list of relevant journalists with an interest in the area.
• Composed a hard-hitting briefing with quotes from key spokespeople and included vital statistics.
• Devised an efficient strategy to reach out to press with briefing notes and opportunities to interview.
• Provided thorough briefing for client interviews.
• Liaised with press on comments from the EHCF.
• Followed up with press to secure widespread coverage.

The Impact:

• 7 pieces of coverage achieved within 24 hours, including The Scotsman, Edinburgh Evening News and Third Force News.
• Localised news coverage proved vital for raising public attention.
• 557k estimated coverage views.
• 113M estimated total audience.
• Request to contribute to BBC Scotland’s Debate Night.
• Decision to halt the removal of funding.

“We would have been lost without Represent. Their understanding of the media was evident from the start, as was their ability to capture the essence of what we needed to communicate. They worked fast, efficiently and were ultimately instrumental in the pausing of a funding decision that would have been catasrophic for Edinburgh’s most vulnerable people. We have no hesitation in recommending Represent.”

– Stephanie-Anne Harris, Strategic Development Manager,
Edinburgh Health Community Forum