Objectives

Source PR have been tasked with supporting the reputation growth of My Pura through general PR support, both in traditional printed outlets, digitally, and even via broadcast and radio. We intend to help make My Pura a household name, and drive the business forward with positive coverage; shining a light on all the fantastic work the brand does to support not only the environment, but communities too.

Specifically, the very first campaign we completed with My Pura saw us supporting a joint initiative with NappiCycle and the Welsh government, to pave a stretch of the A487 with recycled nappies in a new green scheme.

Key Activity

• Outreached the story to multiple appropriate outlets, including national, regional, and trade-specific publications.
• Liaised with broadcast and radio journalists to further extend the reach of the story regionally and nationally.
• Tuned into journalist requests to keep an ear to the ground for other opportunities that the brands could be involved in, both to promote this specific story but also to extend the reach of the My Pura business in general too.

The Results

• BBC Wales TV filmed a segment at the road laying, the channel has 2.3m weekly viewers.
• Online and print coverage was secured in a number of national and regional publications, including, but not limited to, BBC News, ITV Wales, Daily Star, Daily Mail, Wales Online, Daily Post, and Positive News Magazine.
• Thanks to our friends at the multiple national papers where this news was covered, readership reach was estimated to be around 11.3m (and that’s just online!).
• The campaign was credited as good PR in PR Moment’s industry-famous weekly column in the same week it went to press.