ING Media case study
This campaign ‘Hull: The Forgotten City’ was commissioned by Hull City Build and Hull City Council.
It ran from June 28 - July 11, 2007 but with more rain on the way, perhaps they might be looking at an extension.
To raise awareness with the national media of Hull City’s plight caused by severe flooding in the region.
With the national media agenda focused squarely on Gordon Brown’s appointment as Prime Minister and subsequent Cabinet Reshuffle and the dramatic car bomb attacks in London and Glasgow, Hull City + needed to draw attention to its plight in order to secure much needed support and resources from the government.
With coverage of the flooding focused largely on Sheffield in South Yorkshire it was imperative to alert the national media that Hull was in fact more comprehensively affected by the flooding and was being ignored not only by the national media but also by politicians. And so the “The Forgotten City” campaign was born.
The next step was to pull together vital statistics on just how badly Hull had been hit and gather images that would help tell the story. Early reports from Hull Council put the number of properties in Hull damaged by flooding at 15,000 affecting some 30,000 people.
With more rain forecast for the weekend (June 30-July 1) ING MEDIA prepared to pitch the story of the ‘Forgotten City’ to news desks across the country.
Measurement and evaluation
The tide rapidly turned with media quickly getting behind the “Forgotten City” story.
Blanket coverage across major news providers including Sky News, BBC 6 O’Clock and 10 O’Clock News, Channel 4 News, Newsnight and The Today Programme all ensured that Hull’s story was widely communicated.National print media also got behind the campaign with articles in The Guardian, Telegraph, Daily Mail, Daily Express, Daily Mirror and The Sun.
The mass media coverage had the desired effect – it brought the plight of Hull to the attention of local and national politicians.
Prime Minister Gordon Brown and local Hull MPs Alan Johnson, Diana Johnson and former Deputy Prime Minister and Hull’s Labour MP John Prescott, all visited the city.
Brown immediately promised significant emergency resources to get Hull back on its feet.
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