Campaign: "Take care of the one I love"
Kunde:
Asfaltindustrien
Opgave:
- Video
- Campaign
- PR
Opgaven
In April and May 2024, Help executed the "Take care of the one I love" campaign for Asfaltindustrien and 3F.
The purpose of the campaign was to focus on excessive speed, inattentive driving and disrespectful behavior at roadworks in Denmark.
Help provided all press services – strategic advice, crisis preparedness, press texts, pitches, press office, press handling and project management along the way. Help also provided concept, digital content, video and SoMe texts.
Eksekvering
Help primarily delivered the PR strategic preparatory work with advice, message analysis, identification of target groups, channels and tactical objectives.
The campaign's start date was April 24, when Help had to secure mentions and visibility in the press. To ensure that we could move quickly and maximize exposure, we had previously found cases, spokespersons and active road works in all regions of the country. This meant that we could start pitching the stories as early as April 14 and made agreements with the most important media.
Execution on the day On the day and for the next few days, we had created a campaign editorial with two consultants who acted as press office - they serviced journalists, followed up on pitches and pitched the story further. The team coordinated a number of live and taped interviews with TV media and serviced writing journalists.
Resultater
At the time of writing, the campaign has received more than 45 mentions in the form of articles and TV features in the Danish media. Including at TV2.dk, TV2 Kosmopol, TV2 Syd, TV2 Fyn, TV2 East Jutland, TV2 Midwest, TV2 Nord, BT, TV2 News and in primetime TV2 Nyhederne - as well as a large number of regional and local newspapers and web media.
