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Breaking down barriers with Chwarae Teg

Brief

To create maximum impact around the findings of a major report into
women in the Welsh workplace by Chwarae Teg, a women’s economic development charity.

Solution

Secured/co-ordinated cross-party political interest and activity in Cardiff, Westminster and Brussels to mark the report launch and beyond.

Launch events arranged in Cardiff, Westminster and Brussels to raise political awareness and – all supported by relevant AMs, MPs and MEPs.

Secured a debate on the research findings in the Senedd chamber (Welsh Parliament) on launch day.

Created a fresh visual identity for the report and develop spin-off materials to make findings accessible/encourage social sharing.

Produced infographics drip-fed on social media, to disseminate report findings in bite-sized chunks.

Created animations/interactive quiz to test knowledge and challenge perceptions.

Used #awomansplace to generate discussion on Twitter; “Live tweeted” launch events; connected with hashtag users and politicians, encouraged them to contribute to debate.

Generated pan-Wales media coverage highlighting gender disparity and the resulting economic impact. Target opportunities to see: 500,000.

Comprehensive media relations programme offering bilingual case studies of women in non-traditional roles to illustrate issues highlighted.

Result

Media Coverage: BBC Radio Cymru, BBC Radio Wales, BBC Wales Today, ITV News, Western Mail, Daily Post; 731,000 opportunities to see.

New relationships formed: with GE, Institute of Directors, Welsh Government and National Assembly offices in Brussels and COFACE – a European consortium of organisations working on related issues.

Client’s political profile boosted: support established for cross-party group to examine issues for women in Welsh economy. Client invited to work with Welsh Goverment’s Business Enterprise Technology and Science department, Natural Resource Wales, TUC, Institute of Welsh Affairs and Welsh Local Government Association.

Social media impact: Infographics downloaded 798 times, over 200 Twitter interactions on launch day, and 268 new followers gained – a 17% increase.

“Impressed with @womenspire report launch. Great event, great message, great team. Feels like a movement was relaunched today” – Leighton Jenkins, Assistant Director, CBI Wales (Twitter).

“Thanks to Brighter Comms we generated the most significant level of traditional and social media activity in our 21 year history. Their work significantly exceeded our expectations and it has been a pleasure to work with such committed PR professionals.” John Jackson, Marketing and PR Manager