Making a difference through community spirit.
Charitable trust Power to Change has a vision to create better places through community business – meaning businesses that are rooted in a local area, run by members of the community and that trade for the benefit of that community.
The trust was keen to grow the profile of community business as an emerging industry sector and build a movement with a real sense of momentum across three key cities: Liverpool, Plymouth and Leicester. Following a competitive pitch, BJL was chosen as PR and stakeholder engagement partner with a brief to meet these priorities.
We visited each city and immersed ourselves in their community businesses to understanding the motivations and aspirations behind them. From there, we developed our campaign strategy using the line ‘Community is Our Business’ – a rally cry that every community business could get behind but that we could also tailor to the local level.
In Liverpool, for example, we created a film called ‘Liverpool is Our Business’, which was voiced by actress Sue Johnston and showcased the work of different community businesses in the city. We also worked with acclaimed photographer Tricia Porter – who documented community spirit in Toxteth in the 1970s – to create a new exhibition which revealed how community businesses are helping to reshape modern-day Liverpool.
In Plymouth, we created another film under the ‘Community is Our Business’ banner, while in Leicester we provided essential PR support to get the word out about a food bank’s urgent plea for donations in the lead-up to Christmas.
The films from both cities had combined video views of over 24,000 across social media, and the PR coverage for the campaign had a reach (opportunities to see) of over 30 million across TV, radio, print and online media. The Tricia Porter photography exhibition, which drew visitors from across the country, received in-depth coverage from both BBC and ITV regional TV news.
Most importantly, we’re building on this work with new campaigns in more cities across the country. In doing so, we’re continuing to support the amazing work of Power to Change with strategic and impactful PR and marketing.