FRAZZLED CAFE

THE HEAD SCRATCHER

During the first lockdown when the whole world was watching, waiting and learning how to use Zoom, Ruby Wax’s charity Frazzled Cafe also moved from its smaller, regional, in person meetings to an online format. 

For the first time, the charity could cast its net across the UK and invite anyone who was feeling a bit ‘frazzled’ to join the free meetings and share experiences with like-minded, non-judgemental souls.  They wanted us to help them reach as many people as possible.

THE IDEA

Naturally, mental health campaigner, author, comedian and founder of Frazzled Cafe, Ruby Wax, was our first choice of spokesperson - but with an impending book launch we needed to target media wisely to allow her publicists some clear water.

We devised a smart media strategy hitting the mainstream broadcast and national media hard to talk about the lockdown, its effect on mental health and what people could do to stay sane.

THE RESULTS

• Broadcast interviews included primetime slots on ITV’s Good Morning Britain, BBC London Evening News, ITV’s Loose Women and BBC Question Time

• National newspaper coverage included Evening Standard, The Sun, The Times, The Telegraph, The Sunday Times, and The Sunday Telegraph

• Coverage reached over 22 million people

• Instagram followers increased by 48%

• In the heart of the lockdown, there were daily waiting lists for the 100 capacity meetings