Leeds-headquartered creative communications agency Hatch has launched a major repositioning for a 140-year old performing arts charity, which is supported by its Royal Patron, His Majesty King Charles III.
Appointed to oversee the PR, social media, and content strategy for the newly repositioned Actors’ Trust (formerly the Actors’ Benevolent Fund), Hatch was brought on board to support the launch of the charity’s brand new positioning, visual identity and expanded support services to the media and performing arts community.
The Actors’ Trust has been supporting actors and stage management professionals through its grants programme since 1882 and it’s new repositioning and communications campaign was driven by research amongst charity members which called for greater reach and better aligning with the needs of the industry today.
Hatch worked with actors and stage management professionals to develop video-led case studies giving firsthand experience of the challenges facing the acting and stage management community today, including financial hardship, physical injury and mental wellbeing.
Additionally, the charity’s ambassadors featured in a compelling campaign video giving a voice to actors and stage management professionals, as well as sharing their personal experiences to drive a call to action. These included Ruth Jones and Paul Chahidi.
Hatch’s remit includes announcing the charity’s expanded services, including an extended grants programme, new mental health support, and preventative initiatives in the social, financial, career and health spaces, and directing audiences to the enhanced website, digital resources and tools.
Actors’ Trust approached Hatch with their ‘Acting for Impact’ vision to help more actors and stage management professionals in more ways and extend their reach. Post-launch, the charity experienced 1000% increase in web visits, a quadrupling of beneficiary applications and twice as many Winter Grant applications year on year as a result of the dedicated awareness drive.
Account director at Hatch, Emily Clapperton, said: “It’s been a privilege to work with the team at Actors’ Trust to bring the charity’s vital support services and grants to a greater audience. The charity’s legacy and impact is remarkable and it was clear to us that there was a very real need amongst actors and stage management professionals for the support that the charity can provide. In just six months of working together, we’ve increased the charity’s reach significantly, driving widespread awareness and connecting with wider audiences in need of support.”
Alison Wyman, CEO of Actors’ Trust, added: “Circumstances are extremely challenging for those in our industry and for nearly 150 years, we’ve been proud to support those who bring stories to life on stage and screen. It was clear from research we conducted among members, beneficiaries and supporters that in order to continue helping more people in more ways, we needed to do more to extend our reach.
“Repositioning was central to this and working alongside Hatch, we’ve been able deliver our ‘Acting for Impact’ strategy and new visual identity to more people than ever before.”
