When we started planning publicity for the National Robotics Championship, it would have been easy to treat it as an event: dates, venue, a few photos of robots. Instead, we asked a different question. Who are the people at the heart of this, and what are they going through?
Start with people, not the programme
The students were the story. Their nerves before a match, the teamwork in the pits, the moment a robot finally did what it was built to do. Once we led with them, everything else followed.
Build a journey, not a post
We moved from awareness to countdown to live coverage, then into the stories of teams heading to international championships. Each stage gave people a reason to keep following.
Communication is not simply about creating content. It is about understanding people.
The result was a story that travelled well beyond our own channels, all the way to national news. I'll be carrying that lesson into every campaign I work on.
