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The Week That Was #287… 5 peeks behind the week at Working Word


Launching FAW’s new five-year strategy. Spotlighting the best staycation trips across southeast Ireland. Breaking down misconceptions around single parent fostering. Encouraging girls and young women towards careers in STEM. Promoting a new album for a world renowned Welsh band.


1) FAW Strategy launch Straight from the dragon’s mouth

As long-standing partners of the Football Association of Wales, we were entrusted with ensuring their new strategy ‘Ein Cymru’ reached as large an audience of possible. So, we set about developing a press release and briefing journalists about the strategy, before organising their attendance to the launch event at a secret venue in Cardiff on Monday.

S4C presenter, Sioned Dafydd, hosted the event which offered many in the media their first opportunity to meet new FAW CEO Noel Mooney. The event was hailed a success and we secured an astounding 33 pieces of print coverage and 45 pieces of broadcast media coverage in 24 hours.


2) Staycation inspiration with press trip coverage across southeast Ireland for the Celtic Routes 

This week, we’ve seen a whole host of coverage from a press trip we organised over the summer for the Celtic Routes. The Celtic Routes is an Irish and Welsh tourism collaboration designed to showcase the natural wonders of the counties of Wicklow, Wexford, Waterford, Ceredigion, Pembrokeshire, and Carmarthenshire. We organised a staycation trip for an Irish editor, Jim Hayes, where he visited some of the lesser known spots, as well as some well-known favourites, across the Irish counties of Wicklow, Wexford, and Waterford. And this week the trip has resulted in a double page spread printed in the Wexford People, New Ross Standard, Gorey Guardian, Enniscorthy Guardian, Sligo Champion, Argus (Dundalk), Drogheda Independent, the Kerryman, Wicklow People, Bray People, the Corkman and online on the Irish Independent.


3) Breaking down misconceptions about single person fostering

With the number of children in need of foster care increasing during the pandemic, we’ve been calling on single people across England to consider fostering.

Research conducted by our client, Five Rivers Child Care, found that 30% of people are unaware that single people can foster. To break down this misconception, over the past week we’ve been sharing the inspiring stories of single foster carers online, in print and on the radio to encourage others to consider fostering.

You can read more about the amazing carers who foster with Five Rivers Child Care and its partners, Safehouses Fostering, Foster Careline, Fostering Company North East and Quality Foster Care in York Press, Swindon Link and Newton News, or tune into BBC Radio Wiltshire, BBC Radio Tees, Free Radio Birmingham, Heart Wiltshire and Heart Bristol to listen to our foster carers and fostering experts broadcast interviews.


4) Challenging the aspiration gap with Gower College Swansea 

Throughout history, the science and maths industries have largely been dominated by men. Young women have historically tended to stay away from STEM (science, technology, engineering and mathematics) subjects during their school years. This can be down to many things, but one of them is the outdated stereotype that STEM careers are better suited to men.

However, this cycle is being dismantled by our client, Gower College Swansea, which has been active in challenging the aspiration gap – encouraging girls and young women to aim high when striving towards careers in STEM. Alongside offering a range of STEM apprenticeship programmes, the college is furthering its support of girls and women striving to work in STEM fields by being a sponsor at this year’s Women in Business Awards. Gower College Swansea will announce the award for Most Influential Woman of the year.

To mark the occasion, we shared the college’s journey in supporting strong young women through its apprenticeship programmes, leading courses and industry partnerships on Wales Online and FE Week.


5) National coverage for world renowned band

Over the last few weeks, we’ve been working with the Joy Formidable to promote their brand-new album. A three-piece Welsh alternative rock band, the Joy Formidable, have developed an international following through numerous world tours, festival main stages, and stadium shows. Their new album ‘Into the Blue’, written in North Wales and later completed at lead singers Ritzy’s home in Utah, is the band’s first new material since their kaleidoscopic 2018 album AAARTH. 

We turned to our Welsh music contacts to promote the album, organising an interview with The National that resulted in a full-page article on the album and an online piece. You can read that here and pick the album up everywhere you’d expect.