ILF Scotland

An integrated PR and digital strategy to increase applications

The Challenge:

The Transition Fund, run by ILF Scotland, provides young disabled people with funding for activities that improve confidence, gain independence and increase community participation.

ILF Scotland needed to raise awareness of the Transition Fund and increase the number of applications from young people to the fund.

The Solution:

An integrated PR and digital campaign to reach young people living in Scotland with a disability, as well as their parents and carers. This included:

  • An influencer outreach programme
  • A brand-new Transition Fund website landing page with engaging copy and a clear call to action
  • Management of social media channels (Facebook and Instagram), including content creation, copy and paid social campaigns focusing on recipient stories
  • A media relations campaign targeting Scottish national and regional papers, and disabled-specific publications
  • Four case study films used to showcase the Transition Fund recipients in a fun and engaging way
  • Four supporting written case studies on Transition Fund recipients for upload to the website and sharing on social media
  • Keyword optimised blogs on topics relevant to the target audiences

Devised and managed an integrated comms strategy that focused on:

The Impact

Over the duration of the 2-month project, we achieved:

  • 26 pieces of tier one media coverage
  • Over 2,500 media engagements on social media
  • An increase of 51% in traffic to the Transition Fund landing page
  • A 43% increase in applications to the Transition Fund

Represent understood our mission and ethos and fully immersed themselves in the lives of the people we support. Their passion for the project has been infectious and they have been a delight to work with… The success of the campaign means we can continue making an everlasting difference to more young disabled people in Scotland.

– Holly Childs, communications manager, ILF Scotland
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