The Westfield Health British Transplant Games is a four-day multisport event, attracting around 950 transplant recipients representing hospitals from right across the UK.
The brief? To lead on wider communications across Wales level as well as social media at a UK level to raise awareness of organ donation and the need for everyone to have the donation conversation.
What I did:
- Gathered and successfully pitched inspirational human interest stories to key media
- Nurtured a sense of community across digital channels encouraging athletes, partners and spectators to share their experiences and advice for first-timers
- Maximised the official media partnership with the South Wales Argus, developing content throughout the build-up and during the Games itself
- Managed a volunteer student media team, tasked with gathering social content during the Games
Successes:
- More than 70 pieces of media coverage including BBC Wales Today, ITV Wales news, S4C’s Heno magazine show, Newyddion, BBC Radio Wales and six double page or full-page features in the Western Mail
- Regular coverage in the South Wales Argus culminating in a 16-page Official Games supplement
- On Twitter, 884,000 impressions and 16256 profile visits in a five-month period while the launch of an Instagram feed grew to almost 600 followers by the end of the Games
- On Facebook, a total reach of 180,271 in a five-month period and 1495 reactions on the third day of the Games
What they said:
“We really value how much you’ve been able to give us and how we’ve been included in regional PR stories around the Games, which has not happened to this extent before.” Sharon Woodward, Kidney Care UK.
