To increase awareness of the ACO’s work, Definition created a day of action (One Day Changes Lives), encouraging all ACO members to come together on 22 January to highlight the work they do on just one day of the year – whether financial aid, practical assistance, employment support or health and wellbeing.
We also developed a toolkit for all members to use, including press releases, email to staff, social media graphics, briefs and worked to promote members’ case study stories to illustrate the support members give.
Definition secured more than 60 pieces of coverage publicising the campaign, in just one week. This included pieces in The Sun, Guardian, The Times, Daily Express, Daily Star and Yahoo, as well as key charity trade titles and regional press. The campaign generated more than eight million opportunities to see or hear about the ACO and its members, and generated more than one month’s worth of impressions on social media in just one day.