Blue Cross Charity PR Case Study

Launching a new one of a kind pet focused podcast series for animal lovers across the UK

One of the core objectives of our work with Blue Cross is to raise mass consumer brand awareness of the organisation – positioning them as the leading pet charity in the UK, and a key voice across a range of multi-species pet welfare issues.

With this goal front of mind, we worked closely with the Blue Cross team to develop and launch The Petcast – a first of its kind podcast series for animal lovers.

Focussing on dogs, cats, rabbits, hamsters, horses, and more, The Petcast was created to empower pet owners with the information, tips, and advice they need in order for everyone on two legs and four to live their best lives together.

With support from an expert podcast production company, we created six 30-minute podcast episodes which delved into different key topics around pet ownership – including how to integrate pets into your home, how to keep your pet fit and healthy, and how to deal with a pet bereavement, and launched these on Acast, Spotify and iTunes.

To add media appeal, we secured animal-loving actress and radio presenter Gemma Atkinson to be the presenter of The Petcast. We also invited celebrity animal lovers including Strictly star Karen Hauer, soap star Gemma Merna and First Dates waitress Laura Tott, to appear as guests – alongside leading vets, experts and behaviouralists from Blue Cross who could share their professional advice.

Once the episodes were finalised, we executed a full proactive media strategy to officially launch The Petcast to media and secure widespread coverage – this included the sell-in of an announcement press release, episode specific press releases to highlight key topics and celebrity quotes, sustained media relations, and a calendar of celebrity social media posts to promote each episode.