The cost-of-living crisis is etched into the minds of all of us – but the impacts are far-reaching for those at the coalface of this crisis. So, as we made our first steps into Winter, Be Broadcast was tasked to support the Royal Voluntary Service offer advice for the cost of living to help people get through this difficult time.
Be Broadcast teamed up with Royal Voluntary Service and it’s long-standing partner Yakult to shine a light on this public information campaign, issuing the Stay Safe, Warm and Well Guide.
The campaign helped people to make sense of some of the worrying news they had been seeing. The campaign targeted outlets which typically have an older demographic (where the focus of the campaign was) and the guide offered insight, tips and advice on how to get through the winter healthily. It looked at the importance of health and well-being when it comes to flu and cold season, as well as the ongoing threat of COVID.
In 2022, the guide focused on how people can survive the winter season – with core advice around staying warm. The reason? New research from Royal Voluntary Service and Yakult showed just how far the impacts of the cost-of-living crisis were having on people. The data delved into the increased concerns of those with long-term health conditions creating a double whammy of worry impact for them.
The successful campaign delivered:
- Media Coverage: Over 300 items of coverage, including BBC Spotlight TV, BBC South West TV, BBC West TV, BBC Humberside, Three Counties and a number of community stations across the country (which has a strong crossover with the core audience).
Watch: BBC Spotlight
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