As a result of the Covid-19 outbreak, Barretstown, the children’s charity in Co. Kildare that offers free, specially designed camps and programmes for children and their families living with a serious illness, was forced to postpone all their scheduled Spring and Summer programmes. The children who visit Barretstown are already incredibly vulnerable, so their health and safety were the main priority, however Barretstown did not want to let the children and families down so an alternative solution needed to be developed.
‘Barretstown Live’ was created – an online interactive platform to livestream Barretstown’s programmes directly to the families and children who were scheduled to visit and experience the magic of the camp. The therapeutic programmes would continue to be delivered to these vulnerable children and their families, but from the safety of their own homes.
In advance of participating in these programmes, families would receive a ‘Barretstown Live’ kit which would contain everything they need to participate in the set activities.
The Reputations Agency sent these Barretstown Live kits to targeted media and social media influencers and asked them to share the messaging that Barretstown was continuing to offer programmes and deliver their support to those who needed it most.
We also employed targeted social media advertising to amplify awareness of the show's first week of broadcasts and raise donation funding directly through Facebook.
We positioned Barretstown CEO Dee Ahearn for national broadcast interviews while pitching families participating in Barretstown Live for national feature interviews.
Barretstown CEO Dee Ahearn participated in three major national broadcast interviews - RTE News, Newstalk and Today FM.
Danny O'Reilly of The Coronas appeared on The Late Late Show to talk about Barretstown LIVE
We obtained four feature print interviews within national media. Barretstown families were able to discuss their experiences while highlighting Barretstown’s ongoing work during the Covid-19 crisis.
Social media advertising reached over 100,000 people delivering the highest online donation amount Barretstown had ever achieved through Facebook.
Targeted media and influencers such as Laura Woods, Dave from Today FM and Yvonne Melinn shared the opening of their Barretstown Live boxes with their followers , increasing awareness of the charity and their incredible work.
Earned traditional media reach was almost 6 million.