Public Relations Case Study
Background: Access To Medicine Foundation is an independent non-profit organization that works towards improving access to medicine and healthcare in low- and middle-income countries. The organization had recently conducted a series of research reports on the pharmaceutical industry in THE world, highlighting issues related to access to medicine, healthcare infrastructure, and healthcare delivery. The foundation approached Adris Digital Africa to create awareness for these reports and generate public debate around the findings.
Challenge:
The challenge was to create widespread awareness about the Access To Medicine Foundation's research reports in Uganda and to spark a public debate around the findings. Adris Digital Africa was tasked with identifying the most effective channels to reach the target audience and to generate media coverage for the reports.
Strategy:
Adris Digital Africa developed a comprehensive media relations strategy to generate media coverage for the research reports in Uganda. The strategy focused on leveraging traditional media, especially print, to reach a wider audience. The team contacted journalists and editors at leading daily newspapers in Uganda, including the Daily Monitor and the New Vision, to pitch the stories and help them structure the reports in a way that would generate public interest and debate.
Execution:
The team at Adris Digital Africa worked closely with journalists to provide them with the necessary research and insights to create compelling news stories around the research reports. The team helped the journalists to angle and structure the stories in a way that would be of interest to their readers and to generate public debate around the findings.
Results:
The media relations campaign generated significant media coverage in the leading daily newspapers in Uganda, with both the Daily Monitor and the New Vision featuring full-page stories on the research reports. The topic was debated online by more than 50 journalists and stakeholders and generated extensive media coverage in the days following the publications. The media coverage generated by the campaign resulted in increased awareness of the research reports and generated significant public debate around the findings.
Conclusion:
Adris Digital Africa's media relations campaign for Access To Medicine Foundation's research reports in Uganda was a success, with the team's strategic approach resulting in significant media coverage and public debate around the findings. By leveraging traditional media channels and working closely with journalists, Adris Digital Africa was able to create widespread awareness of the research reports and generate public interest in the important issues raised by the Access To Medicine Foundation.
NOTE:
Adris Digital Africa was subcontracted by Blu Flamingo Africa, a leading Digital Marketing agency in Africa.
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