With the UK in a nationwide lockdown, many businesses and employees were faced with the stark reality of mass unemployment. To drive positive action, The PHA Group supported leading UK recruitment brand REED and its Chairman James Reed with a campaign to ‘Keep Britain Working’. The PHA Group promoted the campaign, designed to help people navigate the coronavirus crisis by engaging national employers, by targeting jobseekers and workers with supporting materials and business leaders, urging them to pledge support to drive employment.
To do this The PHA Group developed a media strategy that spanned national, broadcast, HR, recruitment, and business media titles – inviting direct interviews and insight from James Reed and the 15 other business leaders and politicians involved in the campaign.
To create maximum impact, The PHA Group placed an exclusive story with The Mail on Sunday before the full campaign launch on Monday morning—which involved a number of broadcast interviews for James Reed and James Timpson, CEO of Timpson, to discuss the jobs market, including on Sky News, followed by broad distribution of campaign materials to the wider media.
The PR campaign resulted in:
- 21 pieces of coverage to launch the campaign
- 10 pieces of national coverage including, This is Money, The I and Sky News Online
- 42 new businesses signed up to the Keep Britain Working campaign