Future Cities Catapult
Creating digital content packages to share knowledge with industry, demonstrate cutting edge research and generate business leads
Menu
Using storytelling to create a week-long national coverage spike
The brief
For publicly-funded research organisations, like The Alan Turing Institute, demonstrating value through public-facing communications is vital.
The Turing challenged Allegory to consolidate its external brand messaging and raise its profile as a leader of public conversation.
Thank you so much for all your efforts and generous support. I never thought our work would attract so much interest! It’s wonderful to see, and so encouraging for our next steps.
Our response
Allegory conducted research to identify media awareness of the Alan Turing Institute; finding that most national media journalists surveyed knew of the Turing, but could not explain its purpose and crucially, were not reaching out to them for commentary on AI or data science. There was also a low level of awareness of the importance of media relations within the Turing itself.
We developed an internal communications and media playbook, to educate the Turing’s network of fellows about the importance of raising the Turing’s profile, and in doing so their own, alongside in-depth explanations of its communications and press office function and activities.
We then created a media campaign to tell the story of Professor Zoe Kourtzi’s work using AI applications to get an earlier diagnosis of Alzheimer’s disease. We worked with BBC Science Correspondent Pallab Ghosh to develop an exclusive multimedia package that was so strong it ran across the board in the BBC and caught the attention of other media.
The outcome
Allegory devised and delivered one of the Turing’s most impactful media campaigns. We secured high quality coverage in the Turing’s top-tier national broadcast and print media targets, including BBC1’s Breakfast News TV and ITV News, BBC Radio 4’s Today Show, The Guardian, Daily Mail and The Times, and internationally via MSN. The story’s reach was also extended via social media, with influential people, like Amanda Solloway MP and Andrew Gregory, Health Editor at the Sunday Times, tweeting about it.
We delivered high profile media coverage for the Turing, with a +1,956% uplift in daily coverage, as well as 100% positive sentiment and key message penetration.
Related Case Studies
OpenActive
Engaging the fitness sector community to make activity data more accessible and get 18 million people more active
Data Trusts
Communicating the value of data trusts, through national media coverage and a social media campaign
Health Data Research
Co-ordinating communications between academic and industry partners for the launch of the Health Data Hubs programme
The 5% Club
A B2B PR campaign that increased this Charity’s corporate membership by 42%, helping to significantly raise awareness of its cause
The Data City
Launching the world’s first digital tech census that helped grow the Data City’s reputation