When the charity Birth Companions was consulted by producers from Radio 4’s The Archers, we were brought on board to make the most of the opportunity.

In response to a speech by the Prime Minister on prison reform, the charity, which supports pregnant women and new mothers in prison, was also ready to launch its Birth Charter – guidance for Government and the Prison Service to help improve support for this vulnerable group. Our brief was to provide strategic support and media relations to highlight the issues and launch the Charter to mainstream and professional audiences.

We managed relationships with the BBC linked to the Archers storyline, briefing media, issuing responses to key episodes and securing coverage on Radio 5 Live, the Telegraph, the Pool and the Independent. We also pitched professionally focused articles to launch the charity’s Birth Charter at the same time, with an exclusive preview of the Charter in the Guardian and coverage in titles including Nursing Times, The BMJ and The British Journal of Midwives.

Media coverage represented an ‘opportunity to see’ of over four million and our conversations also prompted subsequent interest from the Sun, Radio 4’s Woman’s Hour and the documentary team at the BBC. Birth Companions met with the Ministry of Justice to talk about the Charter and how the charity’s recommendations would influence the Government’s review of prisons.