Ben & Jerry's wanted young people to kick-start grassroots action on climate change and look for solutions close to home. We pitched the Ben & Jerry's Climate Change College to regional stations as a local story with expert comment: a college for 18 to 30 year olds, where applicants could win the chance to become a Climate Change Ambassador. We put a co-founder of Ben & Jerry's on air for radio interviews and ran on-air competitions alongside. The broadcast PR campaign secured 102 items of radio coverage, 29 interviews and 73 competitions, reaching 10.9 million people, including Northsound 1, Northsound 2 and Chesters Dee 106.3.
102Items of coverage (29 interviews and 73 on-air competitions)
10.9 millionCombined reach
8h 59mTime on air
Coverage highlights
IRNNational news network
Northsound 1Commercial radio
Northsound 2Commercial radio
Chesters Dee 106.3On-air competition
Central FMOn-air competition
Bridge FMOn-air competition
Heartland FMOn-air competition
The story
Ben & Jerry's
The aim
Ben & Jerry's wanted to raise awareness of its Climate Change College and position itself as a proactive supporter of tackling climate change.
The message
Ben & Jerry's runs a Climate Change College for 18 to 30 year olds, where applicants can win the chance to become a Climate Change Ambassador.
The angle
Young eco-preneurs were encouraged to kick-start grassroots activism and look for climate solutions through the Ben & Jerry's Climate Change College, pitched to regional stations as a local story with expert comment.
On air
A co-founder of Ben & Jerry's
The result
102 items of coverage (29 interviews and 73 on-air competitions) reaching 10.9 million, including Northsound 1, Northsound 2, Chesters Dee 106.3, Central FM.
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