The media relations activity resulted in over 120 hits on YouTube and the group’s website within days of the launch.


The brief

Collaborative family law enables separating or divorcing couples to stay out of court. Instead, they each instruct a specially trained collaborative family lawyer and then work through the issues, together, with their lawyers at their sides to reach agreement on the issues surrounding their separation or divorce through a series of round table meetings.
The process has been has been available in the UK for many years, but the majority of people simply aren’t aware of it and believe that the only way to deal with divorce is to go to court.

The York collaborative family law (CFL) group of volunteers launched an audio play to mark Family Dispute Resolution Week, which aims to raise awareness among separating or divorcing couples of alternatives to costly court battles. Voiced by members of the group, the play includes an explanation of collaborative family law alongside the thoughts of a separating couple on their experience of the process.

Our brief was to help increase awareness of the audio play and encourage people in York and the surrounding areas to access it.
York family law group

The campaign

We used media relations, targeting local print, broadcast and online media with information about the play and the availability of spokespeople for interview. 

We also provided information in bite-sized chunks for members (who are all volunteers) to incorporate into their own social networking and that of their firms, as well as encouraging them to tap into regional collaborative family law groups and DR Week conversations on social networks at a national level to help give the play wider exposure.

The results

The story was covered in the York Press and featured on two local radio stations, with local lawyer Karen Myles interviewed on BBC Radio York. The media relations activity resulted in over 120 hits on YouTube and the group’s website within days of the launch.

Social networking activity saw shares, likes and retweets from key influencers in the local family law community and further afiield. 

Kiren Dulkoan of Ardent Law said the team was ‘thrilled’ with the outcome: “Anything we can do to let people know that they, their friends or members of their family don’t have to go to court if they separate or divorce is hugely beneficial, and we’re incredibly grateful to Partners for helping us get the audio play out to a local audience.”