Power to Change is an independent charitable trust, supporting community businesses across England and awarding them with grants to aid in growth and development. At a time when many parts of the country face cuts, social problems and neglect, Power to Change wants to ensure that local areas survive and stay vibrant.
Our brief was to celebrate the work of existing Power to Change funded businesses in the North West, inspiring our readers to get involved.
So, we needed to make getting involved easy – whether encouraging our readers to start their own community business or showing them how to support existing businesses in their area. We had to position Power to Change as the enabler of a new wave of community businesses across the region.
And we know that our audience, Modal Britain, really care about where they live – they’re proud to feel a real sense of belonging that connects them to their local area. Because they’re passionate about their area improving and getting better, we knew that the work done by Power to Change would naturally appeal to them.
We created a multi-platform campaign that ran across our two most influential titles in the North West – the Manchester Evening News and Liverpool Echo. The campaign ran with commercial and editorial content in tandem, showing the dedication our titles and teams had to the work done by Power to Change.
In print, we ran a series of double page spreads and columns, celebrating successful Power to Change funded businesses in Liverpool and Manchester. For example, in the Manchester Evening News, we featured Greenslate Community Farm – an initiative that in 5 years has transformed a derelict piece of land near Wigan in to a thriving, community farm complete with crops, livestock and a market. As well as these local stories, we included simple guides and infographics on how to set up your own community business. Online we ran a series of native articles with digital display that would click through to the Power to Change site.
To conclude the partnership, we ran ‘The Community Business Show’ in Manchester and Liverpool, gathering community businesses and giving them a platform to talk about their success, as well as sharing their tips and advice with one another.
- Our readers reacted very positively to the content that celebrated businesses in their local area;
“Very positive, informative and uplifting. Helping readers understand they have the power to change things for the better. Gave me something else to be proud of in Manchester”
“There is hope and help available to restore our community to being a better place” “What a positive and great initiative”
- Interestingly, the campaign appealed most to those who have considered starting their own business; 90% said it was interesting; 60% learnt something new; 50% made them feel more positive and motivated about the future
- The online editorial and commercial content saw a total of 26,407 unique users, 48,224 content views and 1,191 social shares