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Jewish Care is the largest health and social care organisation serving the Jewish community in London and the South East. It operates over 70 centers and provides social care, emotional and therapeutic support for more than 7,000 people and their families. It also runs the only Holocaust Survivor's Center in the UK.
2015 marked the 70th anniversary of the liberation of Auschwitz. The ocassion posted a massive media spotlight on the survivors of the holocaust. As media inquiries began coming into Jewish Care a month before the anniversary it became clear that they needed to prepare for public exposure and use the anniversary as an opportunity to showcase the importance of their work in supporting the survivors, whilst helping them to tell their stories.
What we did:
Jewish Care approached Media Trust for 1-1 media training interview to ensure their spokesperson felt equipped and ready to take on media inquiries.
Following the training, they managed to secure media coverage on ITV London talking about the Holocaust Survivors Centre, interviews on BBC Radio 4, articles in the Telegraph and Huffington Post, Daily Mail, Channel 5 News, BBC Radio 5 Live and other publications, which was more coverage than they had experienced before.
Lisa Wimborne, Head of PR and External Affairs at Jewish Care said 'As an organisation we don't often have national media knocking on our door. We realised early on that we had to be prepared for both reactive and proactive media work. In our case most stories about the holocaust stopped at 1945. One of the successes not touched on is the positive refugee stories of amazing lives. How they rebuilt their lives, gave a lot to this country and educated others. The Media Trust helped us shine a light on these stories. Thank you.'
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