WARM WELCOME: When a movement gathers momentum
No doubt over the last six months you’ll have seen media coverage of the vital and successful Warm Welcome Campaign, created as a way to support people through the coldest months in Britain coupled with the harsh impact of the countrywide cost-of-living crisis.
It was an absolute privilege to lead on the communications and PR for the campaign, partnering with Good Faith Partnership and with the backing of Former Prime Minister Gordon Brown. With an urgency of purpose and pertinent message, the movement soon evolved from simply providing physical warmth to those in need, to creating places which offered heart-warming friendships and community. The campaign quickly gathered pace and generated not just national, but global interest from the media, with interview requests flying in from Australia, Japan and Europe to name a few.
For such a timely and far-reaching campaign, we worked closely with local and national press outlets both to generate support and publicise the message. Our team produced an incredible wealth of information and stories to share, from detailed case studies of warm space venues, to sourcing and liaising with a pool of capable, diverse ambassadors for media interviews, to drumming up awareness on a range of social platforms. We also sent out regular, timely and thoughtful internal communications to warm space providers, with news of events, support and tips for them to get the most out of their input into the project.
Over the course of the winter, more than half a million people accessed over 4,000 warm spaces in the UK, which provided services, food, heat and often, most importantly, friendship. In fact, the recent Warm Welcome impact review has revealed that one of the predominant successes of the campaign has been its ability to help overcome society’s prevailing sense of loneliness and isolation. Find out more by reading the impact assessment here.
To promote and convey the significant impact of the campaign, freedto was commissioned to create a video, sharing real life stories which reflected the power of the movement to provide services as well as connect people and foster a much-needed sense of belonging. Our team chatted with passionate individuals determined to help those around them, and were moved by the stories of recipients of the service who found these community hubs to be a lifeline in desperate times.
Why not take two minutes to watch it now?!
For a first-time campaign, we’re really proud of the resulting stats:
External comms
Over 1,000 Twitter followers.
2 high profile articles in The Guardian (as well as regular items in many other newspapers).
1 BBC Breakfast slot.
Multiple national TV news channel features.
58% national awareness of the campaign.
Internal comms
More than 80,000 internal newsletter opens.
Nearly 500 Facebook group members: self-serving and sharing knowledge and ideas.
10 blog posts
76% of spaces adopted Warm Welcome branding.
Sadly, we anticipate that tough times will remain and the campaign will be needed again this coming winter, but we know that it has already proved its worth in terms of practical help and emotional support. As we look ahead, the movement will seek to build on the relationships and community partnerships that have formed and are flourishing as a result of difficult circumstances, and tackling loneliness and isolation will remain a key component.
In the meantime, many warm spaces remain open despite the warmer weather, to continue to support those who have found refuge and company through the establishment of this movement. The cost-of-living crisis rumbles on, but campaigns like this one confirm that there is real power when a message travels successfully to build positive momentum and impact for good.
