THE CLIENT: Age Partnership Charitable Foundation


THE BRIEF: Launch of the newly formed Age Partnership Charitable Foundation to local and regional press in Yorkshire.


THE STRATEGY: This was purely a media relations exercise aimed at raising awareness of the Age Partnership Charitable Foundation, which had been conceived by the directors of Age Partnership, to support local charities and community groups across Yorkshire.

Rather than simply writing one overall press release, which would only have relevance to Leeds publications, where the Foundation is based, and those with full regional scope (e.g. Yorkshire Post), Source planned a series of localised launches tied in to the first five grants awarded by the Foundation.

Those receiving the grants were:

In addition, a regional version of the story was also prepared for issue to the Yorkshire Post and Age’s trade titles.


THE RESULTS: The multiple versions of the story secured coverage in all of their target publications. These were:

Pontefract & Castleford Express (Prince of Wales Hospice)

Bradford Telegraph & Argus (Christians Against Poverty)

Gazette & Herald (Scarborough Rugby)

Scarborough News (Scarborough Rugby)

The Press (York) (Scarborough Rugby & St Leonard’s)

Yorkshire Evening Post (regional version)

In addition broadcast coverage was secured on BCB Radio focusing on the  Christian’s Against Poverty / Bradford version of the launch release via a live interview with Foundation chairman, Christopher Neave.

Christopher Neave was also interviewed on the local digital television channel, Made in Leeds’ evening news programme On the Aire. The interview focused on the wider Charitable Foundation story, rather than on a particular charity.

All coverage got across the key message that the Foundation was actively courting grant applications from local charities and good causes in Yorkshire for sums ranging between £250 and £2,500.