Busy Bees: Life After Lockdown

The Challenge

To deliver widespread coverage for Busy Bees – the UK’s leading childcare provider, with 378 nurseries across England, Scotland, Wales and Ireland.

Central to the brief was driving awareness of the exceptionally flexible approach the business had taken with parents, existing or newly enrolled, throughout the coronavirus pandemic, as well as providing reassurances to concerned families, as the country took its first steps towards life after lockdown.

The client wanted to see a combination of high-profile broadcast interviews, alongside national and regional print and online coverage.

 

The Idea

With many schools and nurseries speculating how life in early years education could look after lockdown, we recognised that Busy Bees had a unique opportunity to talk actuals – referring to its experiences of reopening nurseries in Malaysia and Vietnam, and how it was bringing those learnings to its UK operations.

The Results

  • Challenged to secure high-profile broadcast coverage, we surpassed all expectations with a lengthy, key-message-rich interview for Marg Randles OBE, founder and chief academic officer of Busy Bees, on BBC News – minutes before Boris Johnson addressed the nation in one of the Government’s daily briefings
  • Marg was also interviewed live on BBC Radio 4’s Today Programme, with other BBC broadcast coverage including Radio Leicester, WM and Bristol
  • National press coverage spanned the The Mirror, Sun, Mail Online and Telegraph
  • All this was supplemented with 59 regional news hits and two articles in the client’s trade press