increase in coverage year-on-year, with 23 national pieces of coverage
The challenge
City Year UK is dedicated to supporting schools and inspiring young people across the country through its volunteer programmes. Despite the scale and impact of its work, the organisation faced the challenge of increasing its visibility in national and trade media while ensuring coverage reflected its mission and priorities. They needed a strategic, proactive approach to position themselves as a trusted and influential voice in education and youth engagement.
Our approach
We partnered closely with City Year UK to understand their organisation, volunteers, and key priorities. By attending school visits, volunteer activities, and journalist briefings, we gained deep insight into what matters most to the organisation and its audiences.
This understanding allowed us to:
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Respond quickly to relevant media opportunities
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Develop content that informed, persuaded, and inspired, in line with the original strategy
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Secure coverage across national broadcast, print, online, and trade publications
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Provide ongoing recommendations to maximise the impact of press engagement
Our strategy emphasised consistent messaging, proactive media relations, and storytelling that highlighted City Year UK’s volunteers and the tangible difference they make in schools.
