Mills & Reeve on divorce without the courtroom

The brief

The firm wanted to be seen as an authority on divorce law. Its particular focus was options outside court, such as one lawyer acting for both partners.

The angle

Only 14% of people would pick mediation, even though cases involving children take around 45 weeks in the courts. Some 42% said the cost of living could put divorce out of reach. Court delays and household budgets are both live news topics, so presenters had a practical conversation that listeners could relate to.

On air

A family lawyer from the firm's family and children team gave the interviews.

The result

The campaign delivered 14 items and 1 hour 54 minutes on air, reaching 3.5 million with a 32:1 return on investment. Sky News Radio, BBC Radio London, BBC Radio Essex and BBC Radio Cambridgeshire were among the highlights.

Coverage highlights

• Sky News RadioNational news network
• BBC Radio LondonBBC radio
• BBC Radio EssexBBC radio
• BBC Radio NorfolkBBC radio
• BBC Radio Three CountiesBBC radio
• BBC Radio SuffolkBBC radio
• BBC Radio NorthamptonBBC radio
• BBC Radio CambridgeshireBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.