Definition’s charity PR team was asked to help Tall Ships Youth Trust launch its appeal to raise £5 million.
The charity helps young people aged 12 to 25, by providing life-changing sea voyages across the UK and abroad.
Supporting the Trust’s internal team, Definition’s role involved events, media management, video content and social media support. It also included devising a communications plan across a range of owned, earned and paid media.
Definition developed and filmed a video featuring an endorsement from Duran Duran’s frontman Simon Le Bon, which led to 10,000 organic social video views.
And in true Rio-style, Definition set sail with Simon and the Trust’s partners to announce the partnership to national, regional and trade press.