As the Polish Smog Alert – the biggest grassroots clean air organization in Poland – gained attention as a Finalist of the Prince William EarthShot Prize Award 2023, we started thinking – how could we share their story and raise awareness of their important work with people in the UK?
To achieve our goal, we sought the help of Enterie (a network of Public Relations agencies operating in over 80 countries) and teamed up with Vitis PR, a UK-based agency renowned for its expertise in environmental initiatives.
Polish Smog Alert fighting for clean air
The crucial step – pitching
At the forefront of the pitch was Polish Smog Alert, a grassroots organization actively combatting severe air pollution in Poland. The pitch delved into the organisation’s origins, highlighted notable achievements, and issued a pressing call for action. The narrative, unfolding with a comprehensive and timely perspective, included key statistics and underscored the significant opportunity presented by the Earthshot Prize.
Vitis PR together with the Profeina PR agency, introduced an intriguing angle by connecting a Polish organisation with a British perspective. Knowing that air quality is a topic close to many British hearts, we compared air quality issues, policies, and initiatives in Poland with those in the UK. This encouraged to draw parallels and spot contrasts, fostering a cross-cultural understanding of environmental challenges and solutions. The international perspective added depth and diversity to the story, making it more appealing to a broader readership.
Furthermore, journalists were supplied with visuals showcasing the Polish Smog Alert’s flagship project, known as the Mobile Lungs – an installation depicting human lungs absorbing air pollution, as well as images depicting the contrast in air quality before and after the successful implementation of the coal heating ban in Krakow—an initiative strongly advocated for by the Polish Smog Alert.
Mobile installation depicting human lungs absorbing air pollution, part of the Polish Smog Alert campaign “See what you breathe. Change it.”
Coordinating Across Three Time Zones
Vitis PR, alongside our team and the founders of the Polish Smog Alert, in Singapore at the time for the Earthshot Prize announcement and gala, adeptly coordinated efforts to secure interviews with journalists. This necessitated precise coordination, involving communication in two languages and scheduling discussions during unconventional hours while navigating three different time zones.
The Earthshot Prize Awards 2023 Winners & Finalists in Singapore
Gaining Media Interest
Our collaboration’s pitch gained significant attention in top-tier media, drawing interest from influential outlets such as ‘BBC News’ and ‘The Times. As a result, our story resonated with noteworthy publications including, e.g., The Evening Standard, Air Quality News and European Interest. The amplification continued across diverse platforms, featuring on podcasts like Net Hero Podcast.
Takeaways from the project:
- Take your time crafting the pitch. Crafting a pitch tailored to the foreign context proved essential in effectively conveying our message to the British media.
- Be swift in responding to media inquiries. Recognizing the time-sensitive nature of media inquiries, responding promptly became a top priority to avoid missed opportunities.
- Coordination is key. People coordinating such projects have to be flexible, willing to synchronize efforts and good at effective communication over several platforms (for example email, WhatsApp, phone).
Want to read more about the Polish Smog Alert? Ulez inspired us, say finalists for Prince William climate prize
Author:
Sophie Peck