Sea Cadets – My LegaSea

The communications team at Marine Society and Sea Cadets (MSSC) needed our help to persuade ex Sea Cadets to sign up to a nationwide youth and community impact study called My LegaSea delivered in partnership with academics at Durham University and Goldsmith’s College, London.

My LegaSea canvassed 3,000 former Sea Cadets, serving from 1942 to 2020 and aimed to investigate the long term impacts of Sea Cadet service on the respondent’s long term life prospects, health, well being and career path.

The in-house team were too busy to deliver this work and needed impressive results from a small budget to satisfy stakeholders and funders.

Objectives

  • Reach and influence former Sea Cadets across Britain via local, regional and national media coverage
  • Persuade former cadets to respond to an online legacy survey (My LegaSea)
  • Identify case studies and human interest stories among former cadets to discover the impact sea cadet training can have on life opportunities and career prospects
  • Raise awareness of My LegaSea nationally

Strategy

  • Launched a national search/ call-out for former Sea Cadets specifically targetting every generation since 1942 and the Second World War

  • Developed media angles, including identifying Britain’s oldest living Sea Cadet and marking 80 years since the outbreak of World War II, to engage journalists, editors and producers
  • Set-up interview opportunities and photo calls for My LegaSea lead researcher Anna Spencer and selected ex-cadets
  • Targeted geographical areas that best represented the national Sea Cadet districts structure

Results

  • 35 pieces of media coverage
  • During the six week media campaign – 530 respondents completed the My LegaSea survey online

  • In-depth radio interviews on local BBC Radio stations in Sussex, Norfolk, Lancashire and Cumbria

  • Extensive print, online and social coverage from Northern Ireland to England’s South Coast

  • OTSH – Opportunity to See and Hear reach of 837,434 people – combining estimated online coverage views, print circulation of earned media and the weekly audience figures (*RAJAR) of the BBC Radio stations where coverage was achieved

  • The tone and sentiment of the campaign was 100% positive – there was no negative coverage for My LegaSea

Honeypot Media Ltd spent four days (32 hours) on the campaign for a budget of £1800

Anna Spencer, project manager, My LegaSea (MSSC)

“Matthew worked on the My LegaSea project at a time when we needed strategic press and PR activity to support our national research project. Our brief required national reach, tailored press releases and targeted activity to specific demographics and geographies. He was quick to develop a comprehensive understanding of the needs of our campaign as well as the wider press and PR context in which it sat. Matthew not only responded to our needs, but also added value to our strategy and the approach taken.

Honeypot Media Ltd deliver excellent value for money. Their pricing for work in the voluntary and charitable sector is achievable even for organisations with limited resources. Matthew really makes the most of the allocated hours and creates additional value. He is really approachable, great at communication and prompt at delivery. He also found ways to maximise the brief and exceed targets.”