The brief
When the bin strikes hit Birmingham, household waste piled up on the streets, creating a growing risk of pest infestations. Recognising the urgency, BPCA knew it needed to communicate quickly and effectively with the community. By partnering with Reach, the association was able to deliver timely messaging, ensuring residents knew who to turn to for professional support in protecting their homes and neighbourhoods.
Our solution
To drive enquiries and build awareness of BPCA’s services, Reach executed a hyper-localised media strategy. This included:
• High-impact geo-targeted digital display ads on Reach’s network and InYourArea platform, ensuring messaging reached Birmingham residents most affected.
• Content marketing to educate audiences, combining expert insight with engaging storytelling to highlight the health risks posed by the strike and the role BPCA could play in alleviating them.
• Print advertising in the Birmingham Mail to engage local readers with trusted, tangible messaging.
Our reach
The campaign achieved strong traction within the local community. The partnership gave BPCA a credible platform to raise awareness around a serious public health issue, and even attracted additional organic press coverage thanks to its relevance and timing.
700+
article views
240k+
campaign impressions
500+
campaign clicks
“We really enjoyed working on this project. We took a hyper-localised approach to highlighting the serious health risks associated with the bin strikes for people living in Birmingham. The campaign resulted in us having many eyes on our public health campaign, plus some unexpected organic press.”
Scott Johnstone, Marketing Manager, BPCA