TalkingParents on co-parenting through the summer holidays

The brief

TalkingParents wanted to be heard as a credible authority on how co-parents communicate. Its focus was on reducing conflict between separated parents.

The angle

Our research showed 78% of separated parents end up in conflict with their ex over the summer break. One in five had used a mediator and 9% had started or threatened legal action. School holidays are a staple of summer programming, and this gave presenters a less familiar side of them.

On air

A family law specialist with more than 25 years in the sector gave the interviews.

The result

Coverage totalled 12 items and 1 hour 31 minutes on air, with a reach of 2.4 million and an 11:1 return on investment. Greatest Hits Radio East Midlands, BBC Radio Newcastle and BBC Radio Lincolnshire were among the stations.

Coverage highlights

• Greatest Hits Radio East MidlandsCommercial radio
• BBC Radio NewcastleBBC radio
• Hits Radio East MidlandsCommercial radio
• BBC Radio LincolnshireBBC 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.