BBC Radio 5 Live (2013)

The brief

As a freelance producer at agency Telegraph Hill, I was asked to produce a social media campaign for "Bump Club", BBC Radio 5 Live's new strand of programming about pregnancy and childbirth, and expand the station's reach to new audiences.

The campaign

We took a deliberately provocative and attention-grabbing approach, working with key content partners and influencers to signal a new direction for the station.

In a bid to spark debate, I worked with designers to create arresting images, directed a promo video featuring 5 Live talent, researched outrageous stats and wrote funny headlines about some of the contentious issues surrounding parenting.

The result? 10,000 more fans for the 5 Live Facebook page and 3.2 million users reached on Twitter.