Perceptions of Risk
Lloyd’s Register Foundation
360 pieces of coverage
THE CHALLENGE
To ensure Lloyd’s Register Foundation’s World Risk Poll reports were seen around the world, with the ultimate aim to inform policymakers’ future decisions.
We were challenged to drive quality global media coverage of the first report from the 2021 World Risk Poll, with particular focus on USA, Nigeria, Latin America and the Philippines.
THE IDEA
The World Risk Poll consists of research with more than 125,000 people across 121 countries and is split into four separate reports, the first of which explored people’s perceptions and experiences of risk following Covid-19.
We devised a global strategy that focused on building media relations with key journalists across the globe. Having analysed the 88-page report, we highlighted core themes that would resonate internationally and nationally. Through a combination of a global news release and regional spotlights, we set out to ensure the World Risk Poll got people talking.
THE RESULTS
In total, the first report achieved:
- more than 360 pieces of coverage
- a global reach of 2.69 million
- an average domain authority (DA) of 56, with a highest placement of 94
Key highlights of coverage in high domain authority media sites included:
- Phys Org (USA) – DA: 90/100
- LA Daily News (USA) – DA: 84/100
- The Orange County Register (USA) – DA: 89/100
- Premium Times (Nigeria) – DA: 82/100
- Philippine Star (the Philippines) – DA 87/100
- Gestion (Peru) – DA 89/100
- Express (UK) – DA 93/100
2.69mGlobal Reach
Awards
PRCA Dare Purpose Award
CIPR PRide Awards Gold Not-for-Profit Campaign