If one of the most touched and photographed breasts in the world suddenly developed a lump, would anyone notice?
Here at MediaHQ, we see over 100 individual stories being sent out every day. These come from government organisations, PR agencies, charities and in-house PR teams. Due to the sheer volume, sometimes it’s easy to get lost in the headlines and not take too much notice of the details of a press release.
However, this is not one of those stories.
On the 25 of October, as part of Breast Cancer Awareness Month, the Marie Keating Foundation released their latest campaign, #TakeNotice. This campaign has deservedly seen great media coverage, and we examine how the Marie Keating Foundation has achieved this:
1 Working with the familiar
For both locals and tourists, the Molly Malone statue has become one of Ireland’s most recognisable and Instagram-ed monuments, with hundreds of tourists stopping for photos daily. The statue has been being touched so much that the featured bronze hue has begun to wear off on the bosom.
Working with ROTHCO | Accenture Interactive, the Marie Keating Foundation leveraged an iconic monument to kick off a national and international discussion about cancer and breast health.
The press release states “…if a lump on the most famous and watched pair of breasts in Ireland can go without detection, women have to be extra vigilant and thorough with their breast examinations.”
Dublin's Molly Malone statue has a hidden message, as part of a #TakeNotice breast cancer awareness campaign: https://t.co/8sXW5BanO7 pic.twitter.com/CgEEAbyJsL
— Newstalk (@NewstalkFM) October 25, 2018
2 Evoking emotions through storytelling
The press release tells a story. It highlights the reasoning behind the campaign, the cleverness of the subtle change of the monument as well as outlining the importance of #TakeNotice. By evoking emotions in the journalist receiving the press release, you’re guaranteed this will transfer to the potential audience of the media organisation.
Dublin’s famous ‘Molly Malone’ statue was tweaked to raise awareness about breast cancer https://t.co/JhyUen7yxo
— TAXI (@designtaxi) October 28, 2018
3 Excellent quotes
Many people treat press release quotes as a filler, rather than one of the most important elements of a release. Quotes give a person the chance to have their say on the topic, truly driving a message home directly from the source.
In this story, both the Marie Keating Foundation and ROTHCO provided quotes, further cementing the power of their collaboration resulting in a hugely successful campaign.
Dublin's Molly Malone statue is touched on the bosom so often, it's become burnished. But would tourists notice a lump if they weren't looking for one?
— Adweek (@Adweek) October 25, 2018
This story also featured on independent.ie, thejournal.ie, her.ie The Mercury (Australia), AOL video (UK) to name a few.
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