The brief was simple: make as much noise as possible via BBC news outlets and wider regional media, to celebrate the incredible work that Comic Relief does here in the UK.
With lots of different audiences to reach, we developed a multi-layered campaign. Across the North West, Yorkshire, East Midlands and East Yorkshire & Lincolnshire regions we implemented four key pillars of activity: media moments, schools outreach, media partnerships and talent appearances.
Media moments involved high profile stars, including Jay McGuiness, Penelope Wilton, Julie Hesmondhalgh and Olympic gymnast and sisters, Becky and Ellie Downie, visiting projects benefiting from Comic Relief funding. Not forgetting a comedy gig, hosted by headline Comic Relief ambassador, John Bishop.
Media partnerships in each region ensured a constant flow of coverage, while schools outreach focused on fundraising efforts; including a BBC Newsround visit with presenter Ricky Boleto and a recreation of La La Land by a primary school in East Riding of Yorkshire (as you do).
17 features on regional BBC News channels
42 features and interviews across regional BBC radio programmes
175 pieces of coverage secured across regional online and print media