The PR Campaign
Ronald McDonald House Charities UK
As Communications and PR Officer at Ronald McDonald House Charities UK, I spearheaded a zero-budget PR campaign to boost ticket sales for the Edinburgh Carol Concert at St Giles' Cathedral. The campaign centred on the powerful story of Marie Clare Tully and her son "Hector the Hero," who defied medical odds after being born at just 23 weeks.
By crafting an emotionally resonant narrative that highlighted RMHC's vital role in keeping families together during medical crises, we secured significant media coverage across multiple platforms. The story's strategic release during the holiday season, coupled with its compelling human interest angle, garnered extensive coverage reaching over 2.67 million people.
Coverage included features on STV News Hour (1.81M viewers), BBC Radio Scotland (1.13M listeners), and the Edinburgh Evening News (23.8K readers). The campaign's success demonstrated how authentic storytelling and strategic media relations could drive significant results without traditional advertising spend, while simultaneously raising awareness for RMHC's mission of providing a 'home away from home' for families with children in hospital.