Celebrating Local Heroes

United By Kindness

Reach plc newspapers play an essential role in their communities, acting as a vital link between local causes and the people who support them. This campaign was designed to show appreciation to the people of Liverpool, Manchester, and Birmingham for their generosity in backing three major charity initiatives.

The Liverpool Echo led the effort to save Zoe’s Place Hospice, a respected institution in Liverpool of over 30 years, which provides crucial palliative care for children. The hospice faced imminent closure before the end of 2024 and needed £5 million in urgent funding to continue. Their JustGiving campaign, supported by famous local faces such as Steven Gerrard, Jamie Carragher, and Peter Reid, as well as Ian Byrne MP, raised significant donations and saved the Hospice from closure, with a new hospice to be built using these funds.

Birmingham Live, in partnership with Toys4Birmingham, leads the Brumwish campaign to ensure children from deprived families receive presents at Christmas. In 2024, the fifth year of the donation drive, it achieved a record-breaking donation of 14,000 gifts. This overwhelming generosity from the people of Birmingham ensured thousands of children experienced the joy of receiving a gift during the festive season.

Meanwhile, the Manchester Evening News launched a GoFundMe initiative to support Salford Lads Club, an iconic youth centre that has been a cornerstone of the community since 1904, providing activities like drama, boxing, and football to help steer young people away from gang involvement. The campaign gained significant traction, with donations from Noel Gallagher and Morrissey adding to its momentum.

Objectives

The campaign had two key objectives:

1. To express gratitude – The campaign aimed at thanking the people of Liverpool, Manchester, and Birmingham for their generosity and engagement with impactful initiatives which provide great services to their communities.
2. To maximise visibility – The campaign wanted to thank as many people of these cities as possible, raising further awareness regarding the charity initiatives to encourage ongoing support.

Strategy and Execution

The strategy was to utilise high-impact digital OOH placements in high-footfall areas to maximise visibility. The campaign ran in Liverpool, Manchester, and Birmingham, using digital screens strategically positioned in shopping centres and city centres during the week between Christmas and New Year—a prime period for retail traffic.

Manchester saw a particularly extensive execution, with all digital screens in both the Arndale and Trafford Centre taken over by campaign messaging, ensuring mass exposure. In Liverpool, screens across the city centre and Liverpool One broadcast the message to thousands of shoppers. Birmingham’s Bullring, a major shopping hub, was also included, reinforcing the campaign’s presence in the heart of each city.

Each screen carried powerful visuals and messaging, thanking communities for their support while showcasing the impact of their generosity. By using digital media, the newspapers ensured their message was not just seen but felt, creating a genuine connection between the press, charities, and the public.

By executing a visually compelling and strategically positioned OOH campaign, Reach newspapers ensured their gratitude resonated with millions. More than just a message of thanks, the initiative reinforced the vital role of community-driven journalism in making a tangible difference.