To achieve this, we devised a multi-platform campaign, working with a respected celebrity influencer to reach the target audience, through creative and amusing, yet educational and informative content.
We conducted consumer research into how many Brits believe in weather folklore to help predict the forecast, such as whether cows lie down when it is about to rain, and if a red sky at night really is shepherd’s delight. The key insight was that most Brits do indeed believe these methods.
To place Met Office experts at the heart of the story, meteorologist and presenter Charlie Powell provided commentary on each of the alternative forecasting methods, revealing if there was any science behind them, or if they were simply old wives’ tales.
As well as providing compelling content for a media content, news stories, and features, we further brought the story to life by creating a film featuring BBC radio and television presenter Scott Mills, alongside Charlie Powell – where they investigated the science behind the folklore. This was shared with national and consumer media alongside the press release to accompany the news copy in online coverage, and provide engaging social content.
In addition, a radio day with Charlie Powell delivered entertaining and educational content for broadcast outlets, with a clear call to action to check the Met Office app instead of relying on inaccurate folklore.
The campaign secured widespread coverage across a spectrum of news and lifestyle media, delivering 37 pieces of national print and online coverage, 11 pieces of lifestyle coverage, 22 pieces of broadcast, and 66 regional. Coverage included a full-page feature in Daily Mail, as well as The Times, Daily Telegraph, Mail Online, Mirror Online, The Sun, Metro, Metro Online, Cosmopolitan and Good Housekeeping.