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In Conversation With (ICW)

As a result of COVID-19 in March 2020, the charity moved quickly to establish a new virtual broadcast initiative called ‘In Conversation With’ (ICW) with three clear goals – 1) to enable beneficiaries and families across the UK feel less isolated and more connected and 2) to help reach new audiences in amplifying the charity's work and impact and 3) encourage donations.

Michael McGrath, CEO, The Muscle Help Foundation said:

“Having distractions and things to look forward to makes life easier for everyone, right? That’s why this initiative was conceived, offering an informal platform (currently one broadcast every three weeks) where interesting guests and personalities are invited to share their stories and insights – as the host, I try to encourage free-flowing 'long-form' conversations, focusing on different aspects of their lives but also a little fun in getting up close and personal with two quick fire rounds.

Each 'show' is designed to inform, entertain and uplift, enabling our community to directly engage with guests by for example asking questions in real-time via the in-house online studio chat-room (streamed via our broadcast partner StreamYard) - talk about making your audience feel special, connected and very much a part of the conversation.”

“A split screen shows the host alongside the guest who can also include images and short video snippets - viewer activity is monitored by the charity, allowing for robust safeguarding. A charity branded backdrop helps to elevate our brand. We stream live on our Facebook, YouTube and LinkedIn channels.

All 'shows' are recorded (with guest consent) giving viewers the opportunity to watch at their convenience. Metrics such as reach, engagement and thru-plays are recorded, giving the charity a ready-made mechanism to review and assess engagement.

After each show, a guest commits to thinking about and personally contacting one or two potential future guests that they know. Whilst broadcasts have yet to reach the heady heights of 'The Graham Norton Show', guests have been confirmed through until the end of Feb 2022. I am delighted to say that a Series III is being planned for March 2022 but this time, there will be 12 shows across the year, one every month, giving the charity more time to plan and more widely market and promote episodes," added Michael McGrath.