The Challenge
Young Women’s Trust (YWT), the charity that works to achieve economic justice for young women, came to Fresh in May 2022 with an immediate need for communications support with the launch of its annual report the following month.
The Activity
Conversations were already underway regarding an exclusive with the BBC but YWT needed help targeting the wider national media, creating press material, issuing the release, handling media requests, and coordinating interviews on the day.
Fresh hit the ground running and immediately mapped out how the team could meet YWT’s brief in the most cost-effective way possible for the charity.
YWT had limited resource available in-house and Fresh was able to step in and drive the project forward using initiative, its in-depth knowledge of the women’s sector and its well established media contacts to target media effectively and efficiently.
The Outcome
Within just four weeks, Fresh created all the necessary press material, distributed it to the target national media outlets across print, broadcast and online, and carried out extensive media liaison and follow up.
At the outset, Fresh was completely transparent with fees and outlined the maximum the project would cost – and in fact Fresh managed to come in under budget for the project.
Period of Fresh involvement: May-June 2022
“Fresh supported us with the publication of the Young Women’s Trust annual survey in 2022 and they were a joy to work with. With tight turnaround times and complex material to summarise, they did a great job at securing coverage, negotiating exclusives and simplifying the key messages into a compelling narrative. They worked just like part of our team, and I found their experience, good judgement and can-do approach hugely valuable.”
Kate Nightingale - Director of Communications, Campaign & Research at Young Women’s Trust