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Communicating the value of data trusts, through national media coverage and a social media campaign

The brief

Stewardship and access to data in a trustworthy way is becoming increasingly important to government, businesses and citizens. In 2018, the Open Data Institute (ODI) received funding from the Office for AI to explore the role of a ‘data trust‘ to help solve this issue.

Three pilot projects were launched, to run over a six-month period, and we were commissioned by the ODI to disseminate the findings from each of these projects. The ODI also wanted to be positioned as thought leaders on data trusts, both nationally and internationally.

Our response

Allegory worked alongside the data trust teams, where we managed communication between all partners and stakeholders. We also worked alongside the lead partners for the individual projects (Greenwich Borough Council, WildLABS and WRAP food waste charity) to produce joint media materials. We also created the #datatrusts hashtag and created video content to be shared on social media. 

The outcome

We secured 10 pieces of media coverage in national and sector press, including a thought leadership piece placed in the Financial Times. Our #datatrusts hashtag was used in over 1300 tweets – including from London Mayor Sadiq Khan – and reached 5.2 million people.  

Our work helped to prove the value of data trusts, which has been a key factor in the ODI securing funding for a second phase of work.

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