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Public Relations

City Hospice – Light Up a Life

The challenge:

As Cardiff’s local hospice, City Hospice provides home-based specialist palliative care to hundreds of patients who are living with terminal illness and life limiting conditions.

City Hospice’s Light Up a Life campaign remembers and celebrates the lives of loved ones. To share family stories, information about the charity’s services and new digital fundraising features, Effective created an integrated public relations and social media campaign.

The campaign:

We established a media partnership with regional newspaper South Wales Echo and its online counterpart Wales Online for editorial and advertorial content to appear over the three-month duration of the campaign.

We worked closely with the charity to draft and issue press releases to our media partners on the launch of their campaign, new digital fundraising features, bereavement services and Jolly Jumpers events, in addition to sensitively writing and sharing six patient and family stories of how City Hospice provide care in difficult times.

We also devised and scheduled a social media campaign for each story for the charity’s Facebook and Twitter accounts to engage with supporters.

The outcome:

The campaign reached over 11 million people over three months across online and print media, primarily through the partnership with South Wales Echo and Wales Online.

11.4 million



pieces of online and print coverage


social media reach