SOCIAL MOBILITY FOUNDATION
CAMPAIGNING FOR FAIRNESS
BRIEF
RAISE AWARENESS FOR THE SOCIAL MOBILITY FOUNDATION.
The Social Mobility Foundation wanted support to raise awareness for its key campaigns, including its Employer Index, Class Pay Gap Day and its research on the opportunity divide for degree apprenticeships.
APPROACH
WE ADVISED FOCUSING ON THE STORIES OF REAL PEOPLE, THE COMPELLING DATA AND EXPERT SPOKESPEOPLE.
We used the stories of real people to give the campaigns depth and journalists a human interest angle. We conducted case study calls with The Social Mobility Foundation student ambassadors, uncovering the most interesting stories we could pitch to journalists. Around our real life stories we shared compelling data and offered CEO Sarah Atkinson for expert commentary.
We targeted journalists at national and regional outlets, across print and broadcast as well as trade publications.
RESULTS
WE HAVE SECURED TOP-TIER COVERAGE ACROSS A RANGE OF BROADCAST AND NATIONAL PRINT OUTLETS.
The Employer Index was covered on BBC Radio 4’s Today programme discussing the data
City AM also covered the Index publishing an article on the law firms ranked highest on aiding social mobility
The Index was also covered by a range of trade publications including People Management and Accountancy Today
CEO, Sarah Atkinson appeared on BBC Business Today to discuss research which showed young people from lower socioeconomic backgrounds were 3.5x less likely to get a degree apprenticeship than a place at a Russell Group university
Student ambassador case studies featured in write ups for This Is Money and were interviewed for BBC Look North (Yorkshire)
We landed broadcast coverage for the Class Pay Gap Day on BBC Radio 5 Live, LBC, Times Radio and London Live
National print coverage included news articles in The Guardian, Bloomberg, The Sun and The Mirror
We also landed coverage in trade publications such as HR Magazine, Business Leader and People Management
We’re proud to have an ongoing relationship with SMF - our team volunteer their time to students at SMF events and we work pro bono on PR campaigns.
"Harpswood has given invaluable support to the Social Mobility Foundation. They helped us promote our Social Mobility Employer Index by generating media opportunities on BBC Radio 4’s flagship Today programme and business paper City AM among others. They also helped us land coverage on the Class Pay Gap in national newspaper titles. They have provided us with writing training, advice on how to develop the best case studies and prepared briefing notes for me/our CEO before media appearances. They have been a valuable media consultant to us and we couldn’t recommend them more highly.”