Attack On London PR Evaluation

Attack on London: Hunting the 7/7 Bombers

Evaluation - July 2025

Campaign by tpr media consultants

Campaign Overview

OVERVIEW

Attack on London: Hunting the 7/7 Bombers was critically acclaimed and became the Number 1 series on Netflix UK - temporarily taking over from Squid Games - despite competing with four other series. There were 227 pieces of coverage across national print and online, regional press, radio, TV and listings magazines. The sum of opportunities to see (OTS) was 436M and advertising value equivalent (AVE) was £3.61M (these figures only account for print and online press and don't include TV and radio).

OUTLINE

We began working on Attack on London: Hunting the 7/7 Bombers in November 2024 as originally the series was due to stream on Netflix in January 2025 During this time, liaising closely with The Garden team and Hephzibah Kwakye-Saka at Netflix, we identified the positioning of the series, the range of contributors and the detailed background to the events We began research in order to identify key journalists, create targeted media lists, gather assets and a pin down a PR strategy. The series was one of five covering the 7/7 bombings and/or shooting of Jean Charles De Menezes, all airing in the run up to the 20th anniversary, so it was important to identify what differentiated The Garden’s series. We monitored the other series in order to identify gaps in coverage and establish positioning and angles that made The Garden’s series stand out. We positioned Attack on London as providing a 360 view of 7/7 and its aftermath through its range of contributors, and engaging in conversations about how those events impacted British society, including the Muslim community, then and today.

tpr media carried out a high-visibility campaign across TV and radio, broadsheets and mid-market tabloids TV and radio highlights included ITV’s This Morning where survivors Dan Biddle and Adrian Heili were interviewed live in the studio with Cat Deeley and Ben Shephard Adrian also appeared on Sky News Director Liza Williams and contributor Azuma Wundowa were interviewed on ITV News and also on Times Radio. Yasmin Khan, human rights campaigner and supporter of the de Menezes family, appeared on The News Agents with Emily Maitlis and Jon Sopel.

The series received strong national print coverage, including a series of articles in The Mirror, which ran across their titles including The Mirror, Sunday Mirror, OK! Magazine, regional newspapers, and online platforms. The Independent published a feature which included first person testimonies with a number of different contributors. Additional coverage came from The Sun, The Evening Standard, and extended to broader digital platforms such as LADbible and Esquire. The series was also featured in a wide range of listings and lifestyle magazines from Radio Times and Total TV Guide to contributor true life stories in Take A Break, Closer & Bella Director Liza Williams wrote a Behind the Scenes for Broadcast Now

Attack On London received positive reviews in publications including The Guardian, The Telegraph, The Times, and The Daily Express As well as this, there were dozens of national and regional previews and listings of the series across broadsheet, mid-market and tabloid outlets. Please see campaign highlights in the following pages.

Analytics

TV, Radio & Podcasts

Dan Biddle and Adrian Heili appeared on ITV’s This Morning, interviewed by Cat Deeley and Ben Shephard. Both survivors of the 7/7 attacks, Adrian saved Dan’s life. They spoke about their experiences and their enduring friendship. 02.07.25

Director Liza Williams and contributor Azuma Wundowa appeared on ITV News London. Azuma, who lost her mother in the attacks, shared her story whilst Liza reflected on the creative process behind making the series. 17.07.25

Adrian Heili was interviewed on Sky News by Matt Barbet. He shared his experience as a survivor and his role helping others, especially Dan Biddle. 07.07.25

Yasmin Khan, human rights campaigner and friend of the de Menezes family, appeared on The News Agents with Emily Maitlis and Jon Sopel. She reflected on the legacy of the tragedy and, in particular, how it impacted on the Muslim and ethnic minority communities - 07.07.25