Whale-like-fish works with the Scottish Plant Owners Association (SPOA) – the trade body for the Scottish plant industry – providing PR and social media support on a wide range of topics and issues impacting its members, while promoting the industry as a whole.
From creating blog posts for the SPOA website and creating social media content, to communicating details of political lobbying by SPOA and showcasing the young talent in the industry, we find the interesting stories and bring them to audiences in and beyond the industry.
Here are examples of just a couple of Whale-like-fish’s recent campaigns for SPOA.
Red diesel lobbying
From 1st April 2022, legislation would remove the entitlement of plant owners to use rebated red diesel and biodiesel. In preparation of this, SPOA produced guidance to help its members transition to alternative equipment and fuels. However, following the invasion of Ukraine, fuel prices skyrocketed and SPOA embarked upon a proactive campaign calling for a delay to the implementation of the legislation.
SPOA wanted to raise awareness of red diesel amongst the public, who were experiencing spiralling costs at the petrol pumps and in the supermarkets. Getting red diesel on the media agenda, discussed alongside the rising cost of staple items like toothpaste, would get the issue in the public conscience and ultimately influence decision makers in government.
An integrated media campaign targeting construction industry trade press, business media, consumer media and social media. The media campaign was extremely successful with SPOA President Callum Mackintosh interviewed on STV News at 6, BBC Reporting Scotland and BBC Good Morning Scotland, as well as being featured in print and online media. Coverage was shared across the SPOA’s social media channels which began to build momentum with members who were given tools to lobby.
Although the legislation did pass, the online petition calling for a delay attracted 16,231 signatures with 10,000 being the minimum to guarantee a response from government.
The campaign resulted in 39 pieces of coverage, reaching an audience of 3.78 million. This thought leadership attracted 12 new members to SPOA and has positioned President Callum Mackintosh as a go-to spokesperson. The SPOA’s engagement on social media also improved dramatically attracting an increase in new followers of more than 346% since the start of proactive campaigning on red diesel.
Meet the UK’s youngest digger and dumper drivers!
In late 2020 we had the fun job of announcing the UK’s youngest qualified digger driver! At the age of 13, Jamie Currie gained his digger driver’s qualification, and we shared the news for SPOA.
The story was covered everywhere from the Northern Scot, Press & Journal and Edinburgh Evening News to STV, Daily Record, Scottish Daily Mail, The i and The Sun. It was also a big hit on social media!
Fast forward to December 2022 and it was Jamie’s younger brother Jay’s turn to make the headlines. Also aged 13, Jay had qualified as a dump truck driver after passing the tests with flying colours.
After commissioning photography of Jay, as well as images with brother Jamie and their dad, we pitched the story to media. Jay proved equally as popular as Jamie and achieved coverage across radio, print and online media, including BBC Good Morning Scotland, BBC News online, The Scotsman, The Herald, The Scottish Sun, The Metro, The Times, Scottish Daily Express, Moray Firth Radio, STV News online, Press & Journal, Northern Scot, The Construction Index and many more.
To discuss how we could help your business, drop us an email at hello@whalelikefish.co.uk.