Awareness moment · Was held in the second week of May

Green Office Week on air

Green Office Week is one of the awareness days brands use to get on radio and TV. Relations Group has run 2 broadcast PR campaigns for it between 2010 and 2011, for Avery and Avery. The coverage ran to 155 broadcast items (79 interviews and 76 on-air competitions), heard by a combined audience of 25.1 million. Coverage included BBC Radio Leeds, BBC Radio Sheffield, BBC Radio Devon, BBC Radio Gloucestershire, BBC Radio Northampton and more. Every campaign met or beat its coverage budget.

155Items of coverage (79 interviews and 76 on-air competitions)

25.1 millionCombined reach

16h 47mTime on air

88Distinct outlets

Coverage highlights

BBC Radio LeedsBBC radio
BBC Radio SheffieldBBC radio
BBC Radio DevonBBC radio
BBC Radio GloucestershireBBC radio
BBC Radio NorthamptonBBC radio
talkSPORTNational radio
BBC Radio SolentBBC radio
BBC Radio CumbriaBBC radio
Panjab RadioOn-air competition
BBC Radio BerkshireBBC radio
Northsound 2On-air competition

What the budget bought

Campaign budget

£8,000

Coverage delivered

£13,625

Advertising value equivalent (AVE)

£190,692

PR value

£572,075

72:1return on investment: PR value is 72 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget. Totals across all campaigns on this page.

The campaigns

Avery, Green Office Week 2010

The aim: Avery wanted to raise awareness of Green Office Week and position Avery as an eco-friendly provider of office products.
The angle: New research for Green Office Week found one in three British workers admit a lazy attitude to the environment at work, and that British businesses waste over £160 million a year leaving office lights on.
On air: A celebrity impressionist and green campaigner, and a corporate social responsibility adviser
The result: 115 items of coverage (57 interviews and 58 on-air competitions) reaching 16.9 million, including BBC Radio Leeds, BBC Radio Sheffield, BBC Radio Devon, BBC Radio Gloucestershire.

Budget £5,000Delivered £8,500Above budget 70%On air 11h 40m

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Avery, Green Office Week 2011

The aim: Avery wanted to raise awareness of Green Office Week 2011 and position Avery as an eco-friendly supplier of office products.
The message: Green Office Week is about springing into action and feeling empowered to be greener at work. Avery is an eco-friendly supplier of office products, making greener working practices easier.
The angle: A third of offices have no recycling facilities, and staff often feel unable to push senior management to be greener. For Green Office Week the pitch encouraged listeners to spring into action, with an eco survival kit of office items as a prize.
The result: 40 items of coverage (22 interviews and 18 on-air competitions) reaching 8.2 million, including talkSPORT, BBC Radio Solent, BBC Radio Cumbria, Panjab Radio.

Budget £3,000Delivered £5,125Above budget 71%On air 5h 06m

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About Green Office Week

Green Office Week was an annual campaign created by the office products company Avery, first held in 2009. It encouraged UK offices to recycle, cut waste and work more sustainably. Avery now runs a sustainability month in September instead of the original week. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning a campaign around Green Office Week?

Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

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