Focus: Communications - Three minutes with... Catherine Cullen, press officer, Make Poverty History

MPH has had a media evaluation by Metrica. What does it show?

It shows that 87 per cent of the public were aware of the campaign by June last year. Awareness of the issue of trade justice increased by 15 per cent, and it grew by 13 per cent for debt cancellation.

The campaign generated more than 6,000 pieces of print and more than 60 hours of broadcast coverage, worth £136.5m. The evaluation examined a sample of 12,000 print articles from publications with a circulation of more than 50,000.

What was the coverage like?

According to the evaluation, 94 per cent was positive, which surprised us. There was a lot of regional coverage, and the negative items were really confined to a few comment pieces.

Has the campaign changed people's attitudes permanently?

The real challenge for us was to get people to realise that they can help to end poverty, not just through donating, but by taking action - emailing Tony Blair or wearing a white wristband, for example. It was hard for people to get their heads round it. Only time will tell if people will still feel like they can make a difference.

What were the strengths of the campaign?

That it ran for a year, that it was a simple idea and that it was a very visual campaign. And because the coalition included so many different organisations, we had lots of different people to put up for interviews.

What obstacles did you encounter?

It was great that the campaign grew organically, but it meant that a lot of people used the slogan 'make poverty history' to describe their own thing, so it was hard to control the message. Also, the London bombings meant that the G8 summit didn't get quite as much coverage as it should have done.

The biggest challenge now will be to hold the decision-makers to account.

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