CASE STUDY

Alcohol Health Alliance

How PLMR Genesis helped the Alcohol Health Alliance UK increase awareness of the growing number of alcohol-specific deaths in the UK.
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Client

Alcohol Health Alliance UK

Sector

Healthcare

Services provided

Public Affairs

Public Relations

Social Media Management

Graphic Design

The Situation

The Alcohol Health Alliance UK (AHA) is an alliance of over 60 non-governmental organisations working to promote evidence-based policies to reduce alcohol-related harm. PLMR Genesis supported AHA’s campaign to increase national awareness of the rising number of alcohol-specific deaths in the UK. This followed the release of critical figures from the Office for National Statistics (ONS) in April 2024, which highlighted the growing issue and supported AHA’s calls for policy change.

What we did

PLMR Genesis led a national media relations campaign to raise awareness of the ONS data and engage key stakeholders in UK alcohol policy. Press releases were prepared in advance, with both a national version and regional variations, based on areas most affected by alcohol-specific deaths.

Key regional angles included:

  • West Midlands: largest increase in alcohol-specific deaths
  • North West: highest number of alcohol-specific deaths
  • Scotland: highest rate of alcohol-specific deaths

To maximise coverage, media outlets were contacted before the issuing of the release, ensuring AHA was top-of-mind for journalists. On the release day, follow-up rounds of media outreach included additional quotes from AHA to enhance articles that had already been published. Additionally, three case studies of individuals with alcohol dependency were shared to add a personal perspective and provide details from those with lived experiences.

Alongside media outreach, PLMR Genesis completed public affairs activity and stakeholder engagement, writing to MPs across all political parties, urging them to support AHA’s campaign.

Social media graphics were also provided to help AHA communicate the key statistics from the ONS effectively.

The Result

Following the issuing of the national and regional press releases, widespread coverage was achieved in key national and regional titles. A total of 83 pieces of coverage were achieved in this campaign:

  • 6x pieces of national coverage
    • Including The Guardian, Daily Mirror, Yahoo News, Daily Record, The National, and MSN
  • 55x pieces of regional coverage (England)
    • Including the Evening Standard, Birmingham Live, WalesOnline, The Northern Echo, and much more
  • 9x pieces of broadcast coverage
    • Including BBC Radio Merseyside, Heart North Lancashire and Cumbria, and Smooth Lake District
  • 3x pieces of print coverage in national and regional publications
    • Including the Newcastle Journal, Western Daily Press, and Evening Standard
  • 7x pieces of Scotland-specific coverage
    • Including the Daily Record, The National, and other regional titles
  • 3x pieces of coverage in industry/trade publications
    • Drink and Drugs News, Care Appointments, and Parliament Politics

This coverage reached a combined readership of 304,214,269, with key messaging from AHA’s Chair, Sir Ian Gilmore, and links to AHA’s website.

Public Affairs

Following the public affairs activity that took place letters were drafted, tailored, and sent to over 100 MPs from across the UK covering all key parties. Furthermore, letters were sent to the key members of relevant APPGs and Select Committee.

All responses were monitored and shared with AHA to progress as required.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.