‘Selling-in’ is rarely a popular task in public relations, but with a concise approach, it can be much more beneficial experience for both the PR and journalist.
Shaking babies can result in serious injury or death. Holdsworth Associates was asked by the NSPCC to devise and implement a communications campaign that would help change behaviours. It had the following objectives:
• Raise awareness of the vulnerability of babies and their need for careful treatment
• Create recognition of the early signs that a baby is at risk
• Encourage parents under stress to ask for help
• Provide a pilot model for planning and implementation of an awareness campaign.
Many child protection awareness campaigns rely on shock to get the message across. It was felt that in this campaign, while it was important to stress the severity of the problem, we wanted to engage with the audience and empower them to take the next stage.
The relative size different between an adult and a child is the major reason why babies are vunerable – the Saints rugby team are huge and it was felt that an image of them with a child would explain visually and powerfully the messages of the campaign.