dancers from NE-Generation, charity sector PR case study


A charity sector PR campaign on behalf of NE-Generation and the Regional Youth Work Unit North East (RYWU NE).

NE-Generation was the Legacy Trust UK regional programme for the North East, creating a lasting impact from the London 2012 Olympic and Paralympic Games by funding ideas and local talent to inspire creativity across the UK.

The programme was delivered by the Regional Youth Work Unit North East, an independent charity improving the lives of young people across the North East.

From 2009 until October 2012, NE-Generation worked with young people to co-commission more than £1m of cultural activity by 15 youth arts projects.

Its work engaged more than 11,000 young people whose efforts were enjoyed by audiences of more than 350,000 people.

Matthew Moore was engaged to deliver a nine month media relations campaign from February to October 2012.


  • Generate audience for showcase events and exhibitions delivered by NE-Generation youth arts projects
  • Raise regional profile for NE-Generation’s Legacy Trust status/funding and primary goal of creating a lasting cultural legacy for young people in North East England post Olympics
  • Achieve positive coverage for and recognition of the cultural legacy of the London 2012 Olympics in North East England


  • Developed a program of media calls and opportunities to secure coverage for and drive audience to NE-Generation events throughout Summer 2012
  • Secured interview, profile and speaker opportunities for NE-Generation programme leaders in regional and national media
  • Target arts, culture and youth work press for in-depth features and insight interviews on achieving cultural change through collaboration and partnership working
  • Maximized media coverage for a finale showcase event at the Boiler Shop in Newcastle’s Stephenson Quarter for all NE-Generation youth projects


  • 232 pieces of media coverage
  • 145 online articles, 48 newspaper articles, 14 magazine articles, 7 TV News broadcast packages and 8 radio news opportunities
  • OTS (Opportunity to see and hear) of 12,398,608 people
  • Covered by The Observer, Guardian, Arts Industry, Children and Young People Now, BBC Look North TV, BBC Radio Newcastle, ITV North East Tonight, Metro Radio, Northern Echo and The Journal etal
  • EAV: £72,790
  • PR Value: £452,880
  • 56:1 return on investment for NE-Generation


Charity Sector PR

As a result of my work with NE-Generation, I was retained to deliver a second campaign supporting the creation and launch of the UK’s first ever Young People’s Charter for Arts and Culture (YPCAC) by the team at RYWU North East.

This charity sector PR case study from Matthew Moore Consulting is one of several projects I have delivered for organisations in the voluntary and charity sectors, including maritime youth development charities Ocean Youth Trust North and the Sea Cadets and regional youth work hub Youth Focus North East.

Click the links above to read more charity sector PR case studies.