PR Campaign – The Mick Knighton Mesothelioma Research Fund (MKMRF)

I just added some information about my experience with the Mick Knighton Mesothelioma Research Fund – It was a campaign I undertook between February – May 2011 and I thought i’d just share a few facts about it here. If you are interested, would like to read more and see some of the coverage achieved, please visit the “Work” section of this Blog.

Background To The Campaign

In May 2002 The Mick Knighton Mesothelioma Research Fund (MKMRF) was set up by Chris Knighton in memory of her husband Mick, who died from the asbestos related cancer, mesothelioma in 2001.

Over the past 10 years MKMRF has raised over £900,000 and has successfully funded three major research projects into mesothelioma.

On the 14th May 2011, MKMRF hosted their sponsored Glitter Ball to celebrate the 9th Anniversary of the Charity’s foundation. The Glitter Ball also commemorated the 10th year since Mick Knighton’s death.

Objective

Successfully raise awareness amongst publics about the Mick Knighton Mesothelioma Research Fund and the asbestos related cancer, mesothelioma, with the aim of encouraging charitable donations before the May 14th Glitter Ball, 2011.

Strategies

Launch a media relations campaign and successfully gain coverage in at least one major North East publication.

Launch a personal communications strategy with organisations to effectively raise awareness and charitable interest in MKMRF and The Glitter Ball.

Launch a Social Media campaign.

Organise a fundraising event to raise money towards MKMRF’s first £1,000,000.

How This Was Achieved

Press releases to media contacts.

Telephone and email correspondence with past and potential charitable organisations.

Brochure and leaflets produced about MKMRF and The Glitter Ball, and sent via email and post to past and potential charitable organisations.

Online fundraising and awareness materials set up including JustGiving, Facebook and Twitter pages.

Face to face correspondence with potential event fundraising hosts.

What Was Achieved

A front page feature and double page spread on pages 10 and 11 of The Chronicle worth a calculated £25,010.

A four minute coverage feature on BBC Look North.

Four pages of online Chronicle coverage.

Leaflets produced and sent to over 2,000 recipients of the MKMRF newsletter.

PDF brochure designed and circulated to past and potential sponsors.

Facebook and Twitter pages created.

Prize donations collected and auctioned at The Glitter Ball, including restaurant vouchers, Fenwicks vouchers, collectable art, skydiving lessons and a weekend holiday stay in York.

A charity Salsa event held on Monday 2nd May.

Over £30,000 raised, surpassing the target on the night of the Glitter Ball by £15,000!

VIDEO REEL:

This is a short photo-reel I created of collated photo’s taken by MKMRF of some of their greatest achievements over the 9 years of existence

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