Case Study

BBC Sounds: Margins to Mainstream with Michael Sheen

In early 2022, we created a 10-part podcast series for BBC Sounds hosted by Michael Sheen introducing new writers from under-represented backgrounds.   Organised a special theatre performance where Michael and a host of other actors performed the pieces to a live audience.  And saw the series go Stateside.

Objectives

  • To create a platform for the work of writers from underrepresented backgrounds

  • Organise a celebratory live performance where actors performed the work of the writers to a live audience

  • Create a special piece of content which BBC Radio Wales could use as their lead for St. David’s Day 2022.
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BBC Sounds episodes
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underrepresented voices platformed
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guests at live event at Royal Welsh College of Music and Drama
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podcast for BBC in America

Content from the Campaign

A Writing Chance is a scheme seeking fresh perspectives and great stories from people whose voices have historically not been heard in publishing and the media. Our podcast turns the volume up on their voices.
  • We created Welsh and English adverts across Google Display and YouTube to raise awareness of the National Forest of Wales with the ultimate goal of encouraging attendance at the online events. The adverts were targeted at people across Wales with an emphasis on cities, young people and older people. The ads generated over 700,000 impressions, with 3,500 clicks to the sign-up page of the events.
  • To engage with key stakeholders of this campaign – local communities and under-represented groups such as black, Asian and minority ethnic – we used Facebook groups to promote the National Forest of Wales event at a grassroots level. We engaged 70 community Facebook groups, including 17 from underrepresented communities. The combined following of the groups reached was 199,054.