Winning Scotland Foundation supports school children across Scotland, empowering them to be ambitious, versatile and, above all, resilient, equipping them with the self-belief they need to succeed. Hot Tin Roof’s job was to increase public awareness of the charity and the innovative approaches it uses to help young people take ownership of their health, wellbeing, education and employment prospects.
As Winning Scotland Foundation is a charity with limited funds, Hot Tin Roof developed a highly targeted campaign to maximise the budget, helping to raise their profile particularly in the clusters of North Glasgow. This was identified as a key locality and one where the charity had focused its work over a couple of years. The campaign aimed to educate and enable real change towards learning in a school environment through behaviour change.
Hot Tin Roof promoted the charity’s ‘On Our Marks’ campaign, a scheme to get more children and parents exercising both at school and after school. The agency also supported the national Positive Coaching Scotland programme delivered in hundreds of clubs, using sport as a training ground to develop skills for life. The media campaign included press releases about athlete training events including photocalls with internationally recognised athletes and personalities.
Coverage was secured in key national, regional education and third sector titles including BBC Radio Scotland, The Scotsman, The Herald, The National, Third Force News, Times Education Supplement Scotland and Teaching Scotland.
“As a very small charity, it’s crucial that we get our message and values out to as wide an audience as possible. Hot Tin Roof has been instrumental in helping us achieve that. They help us identify the best media outlets and the best people within them who want to talk about us. As a result we enjoy national coverage every time we ask Hot Tin Roof for help. Thanks guys!” Richard Orr, Development and Communications Manager, Winning Scotland Foundation