What We Did

After an initial campaign to raise support and funding for a family's journey to tackle a father's diabetes and cancer diagnosis, we created a framework that enabled authentic, brand-sponsored content to secure broadcast as a feature documentary on the UK's leading public broadcaster, the BBC — a platform for driving policy change and huge exposure without any media investment.

Fixing Dad led to follow-up TV content for its main sponsor, Prudential, and generated huge free PR coverage across leading TV news and lifestyle shows in multiple markets, alongside extensive public sharing across social media.

Campaign: Fixing Dad

Achieved millions of viewers for sponsored content via BBC TV and BBC iPlayer, with huge media coverage and free/earned media exposure — without any need for media investment.

Created a highly effective collaboration framework that helped engage NHS and policy leaders, inspired and activated patients and stakeholders to start their own journeys, and provided a replicable framework for engagement and activation of patients and stakeholders nationally and internationally.