At Fuzion we strategically think about our approach to media opportunities and look for the best possible way to tell our clients’ story. While we cannot always guarantee national blanket media coverage with every story, that doesn’t always stop us from trying…
CRY Ireland has such a powerful story and Fuzion has been working with them for almost six years to help tell this in the best way possible while increasing awareness of the charity and the amazing work that they do. This time last year, Fuzion had the idea to reach out to the “top dog” of Irish Media, The Late Late Show to see if there was any interest. (Ambitious we know!)
Almost a year later, The Late Late Show dedicated Friday’s show on the 12th of March to raising awareness of sudden cardiac death. As we worked more with the producers of The Late Late Show, the more they bought into the story of CRY and quickly realised how valuable the work that they do is. The show featured CRY Ambassador and Downton Abbey star, Allen Leech, Model and jewellery designer Emily MacKeogh and Founder of CRY, Marie Greene with each telling their experience of losing someone to Sudden Cardiac Death and their link to the charity.
With CRY’s major fundraising events being cancelled due to the pandemic, not only was the charity’s revenue adversely affected but so were the families of CRY. Many families that have lost someone to sudden cardiac death were left in isolation without the support of friends and family. Often, communities used regional fundraisers for CRY as an opportunity to come together in support of losing someone in their community. Many now left to grieve alone.
Over the last year CRY have been working vigorously to improve their family support services including the development of an all-island helpline. It was estimated that it would cost €150,000 for CRY to continue providing their cardiac screening and bereavement services for free over the next three years.
From the Late Late Show segment and the media coverage that came with it, CRY managed to reach their goal and more, raising over €155,000, while also reaching many homes who weren’t aware of the charity, but had lost someone to sudden cardiac death.
When the idea came about to pitch into the Late Late Show, we could have never imagined the amount of support CRY would receive and we are delighted to be a part of the footwork that helped achieve this. No idea is too big and we always try to reach for the stars with our clients.
While it’s not guaranteed, it is possible!
Note: A huge thanks to the fantastic team at The Late Late Show for taking the time to listen to us, for understanding how important the work of CRY is and for working so hard to deliver this message to viewers of the show – you have made an incredible difference to so many people that are supported by CRY.
Niamh
