To mark World Mental Health Day on 10 October, CJAM organised a pop-up event for psychotherapist Mark Newey in Cambridge. Mark, who is an expert on stress, anxiety and depression, took up position on a bench outside The Guildhall in the busy Market Square inviting people to ‘join in the conversation’ about mental health.
This unusual approach of encouraging people to talk about mental health and offer free on-the-spot advice struck a chord with media and CJAM secured coverage for Mark on regional TV, county and city radio and local newspapers.
Air time
Anglia TV recorded Mark in action on the Market Square, followed by a down-the-line interview at their Great Shelford studio, resulting in a 6-minute news item on the 6 O’clock news. Cambridge 105 radio presenter Matt Webb visited the event and interviewed Mark at length, broadcasting on his show in the afternoon and creating a podcast.
Meanwhile, Radio Cambridgeshire Drive Time presenter Thorin also interviewed Mark about his day discussing mental health with the Cambridge public.
In between media spots Mark, supported by the CJAM team, opened up the debate on mental health with a variety of people ‘on the ground’. The bench, which was decorated by colourful throws and branded Mark Newey cushions, was well-used for one-to-one conversations. Storm banners publicised the event to pedestrians approaching from all directions.
CJAM also choreographed social media posts on Mark’s channels to publicise the day’s progress to followers and encourage participation.
Team work
PR & Communications Director, Jason Simms, said: “This was a perfect example of the marketing and PR teams at CJAM working together to create an extremely successful outcome for a client. A simple idea, enhanced by the expertise and knowledge of our experienced team, resulted in media coverage that’s invaluable to building his reputation.
“This project met all its objectives, exceeding expectations. We fully prepared Mark for his interviews with media training and possible questions. As a result, he was relaxed and confident with the journalists and came across very naturally. What’s more, we’ve created some extremely good contacts going forward who are very positive about our client and his business.”
If you would like to discuss your PR needs, please contact CJAM.
