Norcare is a fantastic supported housing charity that is launching a dedicated centre to help war veterans that have fallen on hard times.

Goal

To raise awareness regionally and nationally for the Norcare Veterans’ Centre.

Solution

Care for war veterans after they leave the armed forces is a contentious issue. Norcare is a non-political organisation with strong values that was keen to work constructively with politicians, civil servants, fellow charities and funding partners to provide a lasting solution.

We worked with the senior management team to agree the right strategy – one that would raise awareness and secure headlines without being drawn into the political battle raging over the care of soldiers leaving combat zones.

Support was given to senior management to agree how to handle media enquiries that strayed into areas that might compromise the charity ahead of the launch.

The project was split into two distinct phases – announcing the centre was being built and then the subsequent development/opening of the centre (due in summer 2010).

We have provided the full range of media relations services to date – proactive releases, column writing, case studies, journalist relations and reactive quotes.

Impact

Widespread press and broadcast coverage, including articles in the Financial Times, interest from the Mail on Sunday and a segment on BBC1’s The One Show – which has around four million viewers. Online PR activity secured Norcare front page billing on Google for key search terms including ‘war veterans’ and the top story for ‘veterans’ centre’.

Nice touch

The campaign was backed by retired military man Lieutenant  General Robin Brims (pictured), as well as former Veterans Minister Kevan Jones, who said: “It’s an excellent idea. There needs to be extra provision for homeless veterans and this project is very welcome. The majority of people who leave (the armed forces) adjust into civilian life very well but there is a small minority that do not and it’s important they get the support they deserve.”