Objective: To generate media coverage to help make older generations aware of scamming and promote AGE UK’s relevant literature, driving enquiries to AGE UK’s website and helpline.
To create a news hook, Wigwam helped to draft and commission new research into the level of scamming in the UK (5,000 respondents). We analysed the data and developed top line findings and regional statistics. We also recruited media-friendly case studies to highlight the range of scams to which some of the over 50s had fallen victim. We developed a range of national and regional press releases and contacted the media between Christmas and New Year to promote our findings.
Results: Wigwam generated over 40 pieces of coverage for this campaign including 3 different features on BBC regional TV news, 5 national press articles (Daily Mirror, Daily Telegraph Daily Express, News of the World, The Independent), 6 BBC regional radio interviews about the research with an AGE UK spokesperson and 17 articles in regional newspapers and newswires.