CASE STUDY: BIRMINGHAM AIDS AND HIV MEMORIAL (BAHM)
At EAST VILLAGE., nothing gets us going more than a project with a worthy cause at its heart: the Birmingham AIDS and HIV Memorial (BAHM) was exactly this. The team had successfully campaigned to get permission for the UK’s largest permanent memorial for AIDS and HIV – the ‘Red Ribbons’ – to stand proudly in Hippodrome Square, in Birmingham’s Southside District, and wanted the region – and beyond! – to know about it.
We were approached by long-time friend of EV. and BAHM Co-Founder, Phil Oldershaw, to offer PR support. EAST VILLAGE. was tasked with raising brand awareness for BAHM to help drive advocacy, donations, and attention in the lead-up to the grand unveiling on World AIDS Day (1 December 2022), as well as securing interviews with key team-members and wider stakeholders.
ELEVATE: Bringing our expertise to the table
In the 12 months leading up to the grand unveiling, we worked alongside the BAHM Co-Founders – Garry Jones, Phil Oldershaw, and Andrew Bentley-King – to understand their aims and aspirations for the project, and how we could bring these to fruition through strategic PR and communications.
From writing press releases celebrating key milestones, such as significant donations from the likes of Air BnB and Birmingham Pride, and devising HIV myth-busting fact-files with partner charity, Saving Lives; through to curating a media pack and press landing page featuring all the key information for journalists in one simple place: EAST VILLAGE. was on-hand to manage and deliver all elements of BAHM’s press suite, acting as its press office.
During the campaign, we cultivated media relations with local community writers, prominent health editors, and broadcast producers, bringing them on the journey of BAHM and ensuring they had easy access to all key people in a way that was seamless for the stakeholders and publications alike.
ACHIEVE: What success looked like
During the BAHM PR campaign, we managed to secure great coverage – both close to home and on the national stage. Not only did we engage the likes of BirminghamLive, Birmingham World, the Express & Star, and I Am Birmingham; we also achieved widespread coverage from the BBC – online, live on Midlands Today, on BBC WM, and during its national evening broadcast, The One Show – as well as ITV, Free Radio, and Greatest Hits Radio.
Overall, we achieved coverage in over 30 places regionally and nationally, with a reach of over 21.6million and a circulation of over 647million – that’s almost 10 times the population of the UK!