Organisation type
Charity/third sector
Sector
Environment and sustainability
Service
Oceana UK asked Barley to deliver a high-profile environmental report launch for Deep Decline, a major new report examining the scale and consequences of overfishing in UK waters. The objective was to secure widespread national, regional and international media coverage that communicated complex scientific findings clearly, influenced policymakers, and strengthened calls for evidence-based government action to rebuild fish populations.
The launch needed to achieve cut-through in a crowded news environment while maintaining scientific credibility and reaching audiences ranging from decision-makers and industry to the general public.
We developed a three-pronged media strategy designed to maximise reach, authority and impact for the environmental report launch.
First, we warmed up priority national, broadcast, trade and specialist media through early outreach, briefing key journalists on the report’s findings and release timeline. This allowed us to secure interest ahead of launch and prepare spokespeople for in-depth interviews.
Second, we strengthened the campaign’s thought leadership by drafting and placing an op-ed by Professor Callum Roberts, reinforcing the scientific credibility of the report and positioning Oceana UK as a trusted voice on ocean health and fisheries management.
Finally, we delivered a coordinated embargoed sell-in, including early engagement with Press Association and broadcast outlets, supported by a comprehensive online press kit featuring imagery, spokespeople profiles and clear key messages. Access to a broad range of Oceana UK spokespeople enabled tailored pitching across national news, regional media, international outlets and specialist trade titles.Throughout the campaign, we focused on disciplined message delivery — following the science and calling on government to act — while making the findings accessible through clear consumer and real-world framing.
The launch achieved extensive national, regional and international coverage, ensuring Deep Decline reached policymakers, industry and the public at scale. Early engagement resulted in stand-alone coverage in leading national titles, while Press Association syndication significantly amplified the report’s findings across the UK.
Broadcast interviews and radio coverage extended reach beyond print and online audiences, while international news wire coverage positioned the report within the global debate on ocean health. Strong pick-up in marine trade, sustainability and scientific titles reinforced Oceana UK’s authority among specialist audiences.Crucially, government response was included within coverage, demonstrating that the campaign successfully reached decision-makers and strengthened Oceana UK’s call for evidence-based action to rebuild fish stocks.
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