Organisation type
Charity/third sector
Sector
Culture, heritage and music
Disability, diversity, equity and inclusion
Health and social care
Service
As the UK’s largest independent music therapy charity, Nordoff and Robbins relies on the success of its flagship fundraiser, the O2 Silver Clef Awards, to support its work. After two years of pandemic disruption, the 2022 in-person event needed strong charity event communications to rebuild momentum, galvanise supporters and maximise fundraising.
Barley was asked to generate high-impact media coverage, build pre-event anticipation, spotlight the auction of George Michael’s personal piano and ensure the charity’s purpose remained central throughout. We were also responsible for managing the blue-carpet photocall, media room and press activity on the day.
Communicating the power of music and the impact of Nordoff and Robbins’ therapy services shaped every element of our approach. We advised that the auction of George Michael’s piano should be made public via an online auction house to drive national interest. Working with George Michael’s estate, we sourced emotive archive images linking him to both the piano and his own Silver Clef history, securing widespread coverage including ITV London, extensive regional pick-up via PA, and high-profile stories in the Evening Standard and The Express.
To maximise visibility for award winners, we drafted artist quotes embedding key charity messages and coordinated with artist teams to ensure strong media-room attendance. Coverage featured major names including Peter Gabriel, Becky Hill, Tom Walker, London Grammar, Tems, Griff, Alexis Ffrench and Jools Holland, with Tom Walker also appearing on Good Morning Britain.On the day, meticulous planning ensured smooth running of the photocall, media room and press table. Photography from the blue carpet was syndicated across major UK and international newswires, while every attending showbiz correspondent filed coverage — including a two-page feature in The Daily Star dedicated to the charity and the awards.
The return of the Silver Clef Awards surpassed expectations, delivering a 70% rise in coverage and a 150% growth in opportunities to see/hear compared to 2019. In total, Barley secured 328 pieces of positive coverage, helping to strengthen the visibility of Nordoff and Robbins and its CEO, Sandra Schembri.The event raised £750,000 for the charity’s music therapy services, including £200,000 from the high-profile piano auction — supporting vital sessions for people with life-limiting illness, disability and social isolation. Broadcast, print, online and international media all amplified the story, reinforcing the awards’ role as a major moment in the UK music calendar.
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