Tall Ships Youth Trust

Profile raising for UK market launch

Definition’s charity PR team was asked to help Tall Ships Youth Trust launch its appeal to raise £5 million.

The charity helps young people aged 12 to 25, by providing life-changing sea voyages across the UK and abroad.

Supporting the Trust’s internal team, Definition’s role involved events, media management, video content and social media support. It also included devising a communications plan across a range of owned, earned and paid media.

Definition developed and filmed a video featuring an endorsement from Duran Duran’s frontman Simon Le Bon, which led to 10,000 organic social video views.

And in true Rio-style, Definition set sail with Simon and the Trust’s partners to announce the partnership to national, regional and trade press.


  • More than £500,000 raised in just two weeks
  • More than 40million opportunities to see or hear about the charity
  • More than 10,000 social impressions
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