Campaign Stats:
- 17 Pieces of Coverage
- Air Time: 134 minutes
- Audience Reach: 34.1 Million
4media group worked with cruise company, Cunard, on a broadcast day campaign looking at the lost art of letter writing. The campaign incorporated research and broadcast elements and focused around the fact that hand written letters are becoming a thing of the past. Fronting the campaign was Jodi Ann Bickley, author and founder of the One Million Lovely Letters project.
The research run by our in-house research division, Atomik Research revealed that 54% of Brits have received less than 5 hand written letters in the last decade. A further 26% have received none at all in this time frame. What’s more young adults aged 25-34 are rarely even picking up a pen – 65% use a pen to write less than 5 times a week! Overall, the average Brit picks up a pen only 12 times a week.
It was revealed that 40% of adults are embarrassed about their handwriting and grammar with 57% stating theirs has gotten worse over time. Furthermore, 50% of Brits admit they have become dependent on auto-correct on their computer/phone/tablet to help with spelling and grammar.
The broadcast day was very successful with 17 interviews secured for the broadcast day, with highlights including Talk Radio, BBC Radio Leeds, BBC Radio Tees, BBC Radio Lancashire, BBC Radio Derby, BBC Radio Hereford and Worcester, BBC Radio Guernsey, Sky News Radio and more! You can view the full coveragebook here.