In March of 2024, BF media were asked to support the launch of the British Board of Film Classification new classification Guidelines – the first time they had been updated in 5 years. The BBFC provides age ratings and content advice for films and every 5 years these guidelines are updated to reflect the expectations and values of people across the UK. The BBFC had spoken with 12,000 people – more than ever before – to explore what matters to audiences.
Our role was to not only announce the new guidelines to broadcasters but also manage all on site media from the launch event and produce a 1 minute ‘Hype Video’ to be screened at the launch event at London’s Picturehouse Central.
Working with a long lead time we were able to set up a TV exclusive with BBC Breakfast featuring BBFC President Natasha Kaplinsky and members of the BBFC’s youth panel to discuss the changes and what was taken into account when it came to reclassification of certain films. While our first TV hit of the day was broadcast at 8:45am discussion of the new guidelines was already taking place from 7:20 with back to back interviews on 5Live and the Today programme. And despite overseeing interviews on location until 5pm broadcasters were still discussing the launch and guidelines at length until way past 11pm.
Results
- 18 pieces of National Coverage – including BBC Breakfast, ITV News, 5Live and Radio 4
- 7 pieces of TV coverage
- 90+ pieces of broadcast coverage
- Reach of 39,000,000+
