MyBnk speaks up for care leavers on radio

The brief

MyBnk set out to press councils, policymakers and other bodies for better money support and teaching for young people leaving care.

The angle

The numbers made the case clearly. Four in five care leavers (80%) would like more support with money, 67% worry about it and 44% are unaware any help exists. Pairing a policy call with a young person's own experience gives producers both a news line and a voice listeners remember.

On air

MyBnk's chief executive was interviewed alongside a young person with experience of care.

The result

Coverage reached 2.8 million across 15 items and 1 hour 40 minutes on air, delivering a 16:1 return on investment. Sky News Radio carried the campaign nationally.

Coverage highlights

• Sky News RadioNational news network

What the budget bought

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