SUMMARY
Channelmum.com is the UK’s fastest-growing parenting brand, providing a safe space to open up and seek support on all parenting issues. The site focuses on maternal mental health and wanted to improve visibility of its free, online counselling services. 72Point took user-generated content from Channel Mum.com of a mother suffering a panic attack and packaged it with sensitively-written survey copy to provide a highly effective news-generation package. The result was a viral story with 620 pieces of coverage across 5 countries. Driving a 670% increase in traffic on release day and a 10% increase in membership since release day.
The site receives a large volume of User Generated Content from mothers – and received this harrowing video in 2018 of a young mother who had filmed one of her panic attacks. In the minute-long video, Sophie Mei Lan from Wakefield, West Yorkshire, can be seen struggling to breathe and hysterically breaking down while attempting to hide her anguish from her family.
Channel Mum supported Sophie’s decision to publish this content and applauded her for her bravery in raising awareness of the reality of parenting with mental health issues such as anxiety and panic attacks. Channel Mum then approached 72Point to ensure that this content was expertly – and sensitively – packaged up for the mainstream media and distributed to top tier media publications who could raise awareness of Channel Mum’s free online counselling services to an international audience as well as to decrease stigma around mums struggling with mental health issues.
For more info on how we tackle mental health with ChannelMum, click here:
