The brief

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.

Insights and approach

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.

Results

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.

The brief

The pandemic forced Nordoff and Robbins to cancel its flagship fundraising events for two years, creating a significant income gap for the UK’s leading music therapy charity.We were asked to deliver a high-impact fundraising event promotion campaign for the return of its 2021 Christmas concerts — a live event featuring Sir Rod Stewart and Imelda May, and an online showcase hosted by Nile Rodgers. The goal was clear: go beyond celebrity moments to raise the charity’s profile and increase understanding of its vital work.

Insights and approach

To rebuild momentum after two years of disruption, we developed a two-pronged media strategy that combined targeted pre-event storytelling with high-quality, celebrity-led coverage from the night.

We secured early broadcast and print opportunities to spotlight the impact of Nordoff and Robbins’ music therapy, drawing on powerful client case studies and interviews with CEO Sandra Schembri. Presenters then amplified these pieces across social media, helping extend the charity’s reach to potential donors.Recognising the charity’s deep ties with the music industry, we prioritised music press alongside consumer and international outlets to drive global visibility for the hybrid event. On the night, we worked with PA photographers and liaised with Reuters to capture and distribute compelling stories and imagery, ensuring the charity — not just the performers — was central to the narrative.

Results

Our strategy delivered broad and meaningful visibility for Nordoff and Robbins, directly supporting its aim to rebuild fundraising income and raise its public profile.

We secured standout coverage across national, regional, consumer and specialist media, including an exclusive with PA that generated widespread pick-up. Interviews with Imelda May and a case study family reached national broadcast audiences, including Sky News, while a half-hour Times Radio segment provided space for deeper storytelling.Iconic photography gained premium print positions, and Reuters’ global syndication extended the charity’s reach worldwide. More than 800 people attended the Chelsea concert, and combined live and online events raised over £200,000 — a vital boost following two years of cancellations.

The brief

In its 700th anniversary year, Leadenhall Market asked Barley to help increase footfall and re-engage City workers, London residents and tourists. As a creative events agency partner, our goal was to reinvigorate the Market’s profile and position it as an iconic, vibrant and culturally rich destination. We were tasked with raising brand awareness, boosting visitor numbers, and driving renewed interest in the historic space through an integrated tourism communications campaign.

Insights and approach

Creativity sat at the heart of our destination marketing strategy. With footfall recovering after the pandemic, we saw an opportunity to use the Market’s unique architecture and public spaces to host eye-catching cultural activations that would reintroduce people to the area.

We designed an ambitious programme of events to attract diverse audiences and deepen digital engagement. Working with cultural partners who also needed post-pandemic visibility, we transformed vacant units and open spaces into pop-up galleries, performances and exhibits. Art, music, dance and museum collections were brought directly to visitors, offering a varied and accessible experience throughout the year.

To reach Londoners and tourists beyond the weekday crowd, we collaborated with brands with strong existing followings, hiring out space for weekend and evening events. This helped drive discovery and prompted return visits when the Market’s retail offer was fully open.Across 2021, Barley delivered 20 activations — from mood-enhancing ‘bird-song’ windows during lockdown, to a neon exhibition by God’s Own Junkyard, to the UK’s first dedicated “Dogstagram” photo station complete with themed props and influencer partnerships. Each activation was designed to spark curiosity, encourage sharing, and reinforce the Market’s position as a must-visit London destination.

Results

Our integrated approach delivered substantial growth in visibility, engagement and footfall. Media coverage was overwhelmingly positive, supported by strong social content that significantly expanded the Market’s online audience. The campaign helped transform public perception of Leadenhall Market, showcasing it as a lively cultural space rather than solely a retail destination.
This shift translated directly into real-world impact. Footfall increased sharply across 2021, demonstrating that creative programming and strategic communications can successfully re-energise historic sites and attract new audiences back into central London.

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328

5.5bn

70%

150%

£750k

193

738m

800

£200k

20

435

1.4bn

25%

32%

91%

73%