FAVOR UK
Public Affairs & Advocacy
Marriott Communications was appointed to support FAVOR UK's advocacy and public affairs activity surrounding Scotland's 2021 Drug Death Memorial. The project required a highly strategic communications approach to elevate a sensitive public policy issue, engage decision-makers, and ensure the voices of affected families and communities were heard at both a national and political level.
Through targeted media engagement, stakeholder communications, and disciplined message development, Marriott Communications helped position FAVOR UK's campaign at the centre of Scotland's ongoing conversation around drug-related deaths and addiction policy.
Background
FAVOR UK is a leading family recovery organisation supporting individuals, families, and communities affected by substance use and addiction.
In 2021, Scotland continued to face an unprecedented drug deaths crisis, prompting increased public scrutiny and political debate around addiction services, harm reduction, recovery pathways, and government policy.
As part of its advocacy efforts, FAVOR UK organised a Drug Death Memorial to honour those who had lost their lives, while simultaneously calling for greater action, accountability, and support for families affected by addiction.
The Brief
The challenge was twofold.
Firstly, FAVOR UK needed to ensure the memorial was communicated with dignity, sensitivity, and respect for the families involved.
Secondly, the organisation wanted to use the moment to influence wider public and political conversations around Scotland's drug deaths crisis, ensuring policymakers, stakeholders, and the media understood both the human impact and the urgent need for action.
Marriott Communications was tasked with developing and executing a strategic media and public affairs programme that would maximise visibility while maintaining message discipline and narrative control throughout the campaign.
The Actions
Marriott Communications designed and delivered a coordinated advocacy communications strategy focused on media engagement, stakeholder influence, and message consistency.
Our support included:
National Media Relations
We coordinated media engagement across major national and regional news outlets, securing opportunities for FAVOR UK representatives to communicate directly with audiences across television, radio, print, and digital platforms.
Spokesperson Preparation
We developed messaging frameworks and briefing materials for campaign spokespeople, ensuring interviews remained focused, consistent, and aligned with the organisation's advocacy objectives.
Narrative Development
Given the sensitivity of the issue, careful attention was given to framing the campaign around lived experience, dignity, recovery, and policy change. This enabled FAVOR UK to maintain a clear and compelling narrative across all communications activity.
Public Affairs & Stakeholder Influence
Alongside media engagement, communications activity was designed to support wider lobbying efforts directed at Scottish Government stakeholders and decision-makers, helping strengthen awareness of the issues being raised through the memorial.
The Impact
As a result, FAVOR UK's message reached a broad national audience, amplifying the experiences of families affected by addiction and bringing greater public attention to the need for policy action.
The campaign demonstrated the power of strategic communications to support advocacy objectives, ensuring a complex and emotionally sensitive issue was communicated with clarity, credibility, and impact.
The campaign achieved significant national visibility, placing FAVOR UK at the forefront of discussions surrounding Scotland's drug deaths crisis.
Media coverage was secured across some of the UK's most influential news platforms.
Conclusion
The result was a campaign that not only honoured those lost to Scotland's drug deaths crisis but also strengthened the national conversation around recovery, support, and lasting change.
This project highlights the role strategic communications can play in influencing public discourse and supporting meaningful policy conversations.
By combining media relations, stakeholder engagement, and disciplined messaging, Marriott Communications helped FAVOR UK transform a moment of remembrance into a powerful platform for awareness, advocacy, and influence.