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.

‍The results:‍

We secured a total of 78 pieces of media coverage across national and regional titles, ensuring the campaign reached audiences across the UK. The coverage included:

• National broadcast, print and online coverage including features with the Daily Express and Metro
• Extensive regional TV coverage across both BBC and ITV news programmes
• 38 BBC regional radio news outlets - with the story frequently being the lead on news bulletins throughout the day
• Numerous regional print and online features, including BBC News South East, Yorkshire Live, BBC North East & Cumbria, and Belfast Live
• Social media amplification of the above features.

‍So, how did we do this?‍

The coverage wasn’t driven by journalists taking the story from a news wire. It was the result of a highly targeted media strategy focused on tailoring the story for different outlets across the UK. 

Setting the agenda with national exclusives:

Ahead of the vigil, we focused on building momentum through carefully placed national coverage, including a first-person piece in Metro by Tristan Loraine, the campaign’s founder, whose wife died from lobular cancer last year; and two exclusive interviews with the Daily Express. These features helped ensure the message resonated with the audiences most affected, while reinforcing the urgency of the funding call.

A regional-first strategy:

• We knew from the outset that this campaign had strong local relevance. Each of the women taking part in the vigil had their own story, their own community, and their own local media.
• Rather than relying on a one-size-fits-all approach, we tailored pitches for regional print and broadcast outlets across the UK, ensuring each story felt relevant and immediate. 
• Regional newsrooms are under constant pressure, with limited time and resources. So we focused on making their job as easy as possible, giving them everything they needed to make the story work, including:  

1. a compelling personal story,
2. strong, ready-to-use imagery, 
3. and confident spokespeople.

‍Managing complexity behind the scenes:

With case studies based across the country, organisation was critical. In the run-up to the vigil, and on the day itself, we coordinated multiple contributors, fielded media enquiries from across regions, and managed multiple interview schedules in real time.

Supporting people, not just stories:

We worked closely with each participant by:

• Preparing briefing notes
• Holding one-to-one conversations ahead of interviews
• Ensuring they understood the process and felt comfortable.

Extending the moment beyond the day:

Crucially the work didn’t stop when the vigil ended. We followed up with:

• Photography from the day to accompany print and online features
• Offers of further media interviews to secure additional broadcast media.

This helped secure coverage post-event, extending both the reach and lifespan of the campaign.

Why it mattered:‍

The Lobular Moon Shot Project campaign seeks £20 million in government funding for lobular breast cancer research. The initiative achieved significant media reach, prompting a government response and a mention during PMQs. By utilising a strategy rooted in personal narratives, the campaign successfully raised awareness for this historically under-recognised form of cancer.