PR Portfolio: Key4Life
Driving social and corporate change with Key4Life
Crime prevention and rehabilitation charity Key4Life is credited with transforming the lives of some of the most disaffected young men in Britain.
Over the last 10 years the charity has helped turn around the lives of over 500 young men in prison and at risk of going to prison, and reached over 5000 children through its schools and community work. The charity’s seven-step rehabilitation programmes help the men to build resilience, unlock negative behaviours and fast track their employment through a powerful blend of equine therapy, music, football, boxing, mentorship, employability training and the healing power of nature. Key4Life is also driving social change in the corporate world with its YOUNTED Flag campaign which awards companies that employ ex-offenders helping to break the cycle of crime.
Delivering purposeful comms for Key4Life since May 2020, I have run regular publicity campaigns in support of the charity’s programmes, events and activities. Partnering with CEO Eva Hamilton MBE to co-create and guide her leadership narrative, I also regularly interview young graduates of the Key4Life programme and write up their case studies, providing compelling human interest content for the media and helping to shine a light on this largely shunned sector of society. In addition, I also currently write the content for the charity’s social media channels.
Publicity I have generated for Key4Life to date totals over 200 pieces of media coverage, including more than 20 terrestrial TV pieces (across BBC, ITV, Channel 4, Channel 5 and Sky), 10 national newspaper pieces (ranging from the Guardian and the Sunday Times to The Sun) and 10 national radio pieces (including BBC Radios 2, 4 and 5).
This high-level media coverage has generated many positive benefits, including: elevating the profile and reputation of Key4Life; supporting the growth of the charity and its programmes; unlocking funding and government support; garnering business partnerships and employment opportunities; reducing stigma towards ex-offenders; and driving social change in the business world.
EP with Columbia Records/Sony Music UK showcases rap music as a force for social change
Conscious Frontiers loved setting up initial press and broadcast features for a brilliant collaborative music project between Key4Life and Columbia Records/Sony Music: an EP showcasing rap music as a force for social change and to prevent crime.
The Key4Life Volume 1 EP, produced by Fred again (BRITs Producer of the Year 2020) and Jevon – plus overseen by DJ Semtex (Sony’s Director of Artist Development) – helped nine ex-offenders share their stories through rap, unlock the therapeutic power of music, and deter other young people from a life of crime.
Ex-Offenders find good jobs in lockdown
This press story featuring the remarkable turnaround stories of five ex-offenders from London who got jobs during lockdown, went viral, published in over 100 newspapers and news outlets, and featured on ITV London News.
The stories of these men – all rehabilitated by Key4Life and with supporting employability workshops delivered by KPMG UK – powerfully demonstrated that ex-offenders, who’ve often had a tough start in life, deserve another chance.
Press coverage included:
- Articles in over 100 newspapers and news websites, such as Yahoo, MSN, The Northern Echo, Glasgow Evening Times and the Belfast Telegraph
- The ITV London news piece featuring interviews with two ex-offenders who’ve been through the Key4Life rehabilitation programme and found work during this challenging time
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10th anniversary of London Riots shines spotlight on life-saving work of Key4Life
Key4Life was set up in response to the 2011 London Riots in 2012, when the charity’s founder/CEO, Eva Hamilton MBE, witnessed children as young as eight rioting and felt called to save a “lost generation”.
Orchestrating publicity tied to the 10th anniversary of the riots for Key4Life, coverage highlights included:
- An article on BBC News online
- Two pieces on Sky TV News
- A piece on BBC TV London news featuring the charity’s under 18s programme in action which aims to keep youngsters away from dangers on the street