To use public relations and social media to change the public’s perceptions of the YMCA and to encourage people to see the charity’s facilities and social enterprises as equal to any other businesses’
We delivered press releases detailing updates on YMCA Birmingham’s projects to encourage people to see the charity’s facilities.
In order to position YMCA Birmingham as a thought leader in the housing industry and third sector, we used social media activity on both Facebook and Twitter to post YMCA’s activity, as well as relevant industry news articles and national days. We also used social media to comment and engage with other organisations on topical issues.
Further, we pitched CEO Alan Fraser for opinion pieces in regional, national and trade press across print, broadcast and digital platforms.
Through press releases and social media, we raised awareness of YMCA’s work in mental health, such as the #Iamwhole campaign and its delivery of mental health first aid training.
We secured regular inclusion in regional press such as Birmingham Mail, Sutton Coldfield Observer, The Tyburn Mail and Birmingham Living.
We also secured interviews and coverage of events on BBC WM, Capital FM, Midlands Today, ITV Central and Big Central TV around the development and launch of The Orchard and young people’s reactions to The Budget and local politics.
We also achieved a Channel 5 feature relating to Birmingham’s homeless situation, a Made in Birmingham TV Broadcast about the anniversary of Will Steel House and a live interview on BBC WM Breakfast Show profiling YMCA resident Gabriel Imevbore and his award nomination for ‘Young Leader of the Year’.
YMCA Birmingham’s news was covered in business titles such as The Business Desk and Midlands Business News and comments on both the Charity Commission’s new rules and homeless figures in Birmingham were featured in The Charity Times and the Birmingham Mail. An opinion piece on gender equality was featured in We Are the City, while opinion pieces on supported housing, the housing crisis and the Budget 2017 were featured in Inside Housing, 24 Housing and The Charity Times, and a piece on rough sleeping and tackling homelessness was also featured in The Guardian.
There was regional press coverage of YMCA’s Northfield development; the new financial skills programme; the mental health first aid course; the national Be Real body image campaign; and the visit from the housing minister, Heather Wheeler.
Overall, we achieved coverage amassing an advertising value equivalent figure of over £200,000 since 2017.