BBC RADIO 4 APPEAL WITH DAME EVELYN GLENNIE, CH, DBE
When I was asked to write a BBC Radio 4 appeal I knew I had to work on three key ingredients to make it a success: a presenter true to the cause, a moving storyline, and a strong strategy to promote it.
Profoundly deaf virtuoso percussionist Dame Evelyn Glennie was selected to present. She had seen the charity’s work in Kenya first-hand as patron, and is well-loved by the common Radio 4 demographic.
Daniel’s story was a natural choice. Not only was he deaf as well, but Dame Evelyn remembered visiting him at his home deep inside East Africa’s largest slum.
A strategy was produced with limited charity resources; it included the use a cohesive campaign plan and Thunderclap crowd-speaking. I was delighted to have guidance from a brand and PR expert through the process – who remains a mentor today.
Further opportunity was spotted too, specifically for a brand and website refresh. I was delighted to lead on sourcing and managing pro-bono support, and writing compelling copy and content.
The resulting appeal weaved between the worlds of Daniel and Evelyn, and beat the charity’s income tarted by more than 100%.
You can click the image to hear on the BBC’s site.