Charity PR Campaign

Action on Postpartum Psychosis (APP)

Client

Action on Postpartum Psychosis (APP) is a UK based charity that offers support to those struggling with Postpartum Psychosis (PP) and facilitates an education program to improve healthcare services and public understanding. APP is hosted by the University of Birmingham Medical School and creates new research into the causes of PP.

Objective

Following being nominated as a finalist in the National Lottery Awards in the Health Project of the Year category, APP approached Big Cat to help raise their profile during the voting period while educating and breaking down stigmas and galvanizing people to vote.
APP had four primary objectives:

  • Generate national awareness of PP amongst three key target groups; influencers, parents and mothers recovering from PP
  • Raise the profile of the charity and their key messaging
  • Drive fundraising initiatives and donations
  • Increase votes for their nomination in the National Lottery Awards for Best Health Project category.

 

Big Cat recommended developing a communications program that drives awareness of postpartum psychosis among women in the UK as well as building engagement with the APP brand by conducting a national consumer media outreach to online and social using case study engagement, credible research provided by APP and through profiling APP’s work.

Delivery

  • Raised brand awareness through targeting national and regional press including leading women’s titles, parenting sites and ‘mommy blogs’
  • Launched a national campaign that reached leading print, online and social platforms
  • Utilised powerful patient storytelling through engagement with PP sufferers. This gained coverage from several national and regional publications across the country. The case study approach proved vital in obtaining coverage as it appealed to the human interest element of the campaign
  • Continued momentum through a major social push via closely linked partners

Results

So far the campaign has achieved 14 pieces of coverage extending across several media platforms including, print, online and social – reaching in excess of 2.4 million people. Whilst the campaign is in its final stages, there are still three pieces pending. These include national coverage with a blog on Mums.net, a feature in Take a Break magazine scheduled for October and a regional feature in the Northern Echo.