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Raising awareness for a not-for-profit start up during a national lockdown

As the country descended into lockdown and many of us were staying safe in our homes to protect ourselves from the virus, we watched the healthcare heroes and key workers continue as normal on the front line of the Covid-19 pandemic.

So, as an agency we were immensely proud to be asked to offer our expertise on a fantastic initiative that helped people to personally thank and reward NHS staff.

Cheers NHS is a not-for-profit start up that launched back in May, allowing members of the public to buy frontline healthcare workers a meal to say ‘thank you’.

The initiative was established by 28-year-old Joe Tannorella along with a team of volunteers. The team came up with the concept from a desire to find a safe and easy way to help the public give back directly to frontline staff during lockdown.

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Raise awareness and spread the message about Cheers NHS through PR and outreach, ultimately getting more people to sign up and donate vouchers to NHS heroes.


We offered free PR support to Joe and the team at Cheers NHS, using our industry knowledge to secure results for a purposeful not-for-profit.

We worked closely with Joe and the team to create a press release that accurately portrayed the initiative. We knew that NHS staff and schemes to help them were hot in the media, so we needed to stand out to avoid getting lost in the crowd.

Using our expert knowledge of the media, we created inclusive media lists, spanning a range of national, regional and trade publications. Our PR team then reached out to these publications, utilising their good media relationships to land a range of coverage for Cheers NHS, raising awareness of the good cause.

We secured national coverage in the Metro, as well as multiple regional titles such as the Liverpool Echo and Business News Wales to make sure people up and down the country were aware of the initiative and could get involved. We also secured coverage in a range of trade publications for the efforts of those involved in the initiative.

So far Cheers NHS have helped to donate 1,278 meals to NHS staff, totalling at around £25,505 donated.

In August 2020, it was announced that Joe had won a Point of Light Award from the government, for his work with Cheers NHS. The Points of Light award recognises outstanding individual volunteers and people who are making a change in their community.

Joe Tannorella, creator of Cheers NHS said: “Seeing our new brand, which was less than a month old, being featured in the Metro was one highlight of the campaign. Nobody had ever heard of us before so being able to show, within the first few weeks, that the Metro had written about us was a huge help. It resulted in, not only an influx of donations, but also a chest full of social proof I could use in our marketing channels.

“Another wonderful, and unexpected, benefit of working with BrandContent was how much I learned throughout the process. I felt I improved my own skills as a result of working with the team, and I appreciated how any instructions and guidance they shared always included an explanation.

“As a result of creating Cheers NHS, I received the UK Government’s Point of Light award which wouldn’t have been possible if not for the awesome bumpstart afforded to us by BrandContent’s successful PR campaign.”

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