APPROACH

• Each of the women taking part in the vigil had their own story, their own community, and their own local media. We interviewed participants, gathered images and quotes, and built a bank of case studies across key regions of the UK, giving us a strong local angle to work with.
• We used these personal stories to create tailored pitches for regional print and broadcast outlets, combining compelling human-interest stories with confident spokespeople and, where relevant, support from a local MP. This allowed us to make the wider campaign feel relevant and immediate to audiences across the country.
• Ahead of the vigil, we also focused on building national momentum through carefully placed features in key national media, including a first-person piece in Metro by Tristan Loraine, the campaign’s founder, whose wife Susan died from lobular breast cancer last year. We also secured two exclusive features with the Daily Express.
• With case studies and media opportunities spread across the country, coordination was critical. In the run-up to the vigil and on the day itself, we managed multiple contributors, responded to media enquiries from across the regions and organised interview schedules in real time.
• Crucially the work didn’t stop when the vigil ended. We followed up with photography from the day for print and online features and continued offering contributors for further media interviews. This helped secure additional coverage, including a feature with the Sun on Sunday and on BBC Morning Live, which extended both the reach and lifespan of the campaign.