On 22 April, 22 women stood in silent vigil in Westminster. Each one represented the 22 people diagnosed every day in the UK with lobular breast cancer - an often overlooked form of the disease that still lacks dedicated research and targeted treatments.

As the appointed agency for the Lobular Moon Shot Project campaign, our challenge was to turn this moment into a nationwide conversation.

We are proud to be supporting the Lobular Moon Shot Project, as patients and campaigners prepare to stage a powerful silent vigil in Westminster calling for urgent Government funding into lobular breast cancer research.

Case studies are the bread and butter of charity comms. They tick the boxes of everything a journalist is looking for: a strong human story, lived experience, and a real-world example of an issue a charity or social impact business is working to address.

Media interviews can be daunting. We’ve all heard the grilling of politicians or company CEOs on TV and radio. The moment when that difficult question is asked and there’s a pause that feels just a little too long.

With the right preparation, however, interviews don’t have to be feared. They can present a fantastic opportunity to show the impact of your work and drive action.

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Whatever people say about the decline of traditional media, earned media still matters for charities and purpose-driven businesses. The right endorsement from the right journalist, in the right outlet can do a lot. It can raise your charity’s profile, encourage action (signing a petition, changing behaviour), and drive fundraising.

During the Christmas break we secured national media coverage for our long-standing client, MS Trust. The story - about a midwife from Hampshire who had been diagnosed with MS shortly after recovering from breast cancer - first landed as a New Year feature in The Mirror online, referencing MS Trust four times.