A third of offices have no recycling facilities, and many staff feel unable to push senior management to be greener. For Green Office Week, we gave Avery's broadcast PR campaign a simple call to action: spring into action and feel empowered to be greener at work. We combined radio interviews with on-air competitions offering an eco survival kit of office items as the prize, positioning Avery as an eco-friendly supplier of office products. The campaign secured 40 items of radio coverage, 22 interviews and 18 on-air competitions, reaching 8.2 million listeners, with talkSPORT, BBC Radio Solent and BBC Radio Cumbria among the stations.
40Items of coverage (22 interviews and 18 on-air competitions)
8.2 millionCombined reach
5h 06mTime on air
Coverage highlights
talkSPORTNational radio
BBC Radio SolentBBC radio
BBC Radio CumbriaBBC radio
Panjab RadioOn-air competition
BBC Radio BerkshireBBC radio
Northsound 2On-air competition
The story
Avery, Green Office Week
The aim
Avery wanted to raise awareness of Green Office Week 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.
More campaigns for Avery
Avery has come back to Relations Group for other broadcast PR campaigns:
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.
