Humanising South West Water
With the launch of its Neighbourhood Fund, South West Water is working on supporting the lives of people and the places they love for generations to come. With a focus on supporting local communities with generous £100,000-a-year funding, Siren saw an opportunity for a media relations campaign to support the activity.
The brief for South West Water was to drive awareness of the Neighbourhood Fund, while simultaneously working to raise the supplier’s reputation in these regional areas.
Siren saw the Neighbourhood Fund as an opportunity to humanise South West Water, by telling the stories of each of the fund’s recipients. Telling the story through the eyes of the charities and community groups allowed South West Water to be seen and understood as playing an actively positive role in the lives of the communities and people of Devon and Cornwall.
Through a series of strategic editorial narratives, accompanied by a number of advertorial placements, each of the human-interest stories was told using real life people to generate a number of positive news articles.
While the project continues, so far Siren have delivered an impressive 14 pieces of coverage across local and hyperlocal media titles, each piece focused on the great work that the funding from South West Water is enabling and how it contributes to bettering the local community. The human-interest stories have reached almost 2 million people within the Devon and Cornwall communities, achieving an advertising equivalent value in excess of £125,000, with much more to come.