{"id":96391,"date":"2021-04-23T17:44:56","date_gmt":"2021-04-23T16:44:56","guid":{"rendered":"https:\/\/www.72point.com\/portfolio\/raising-awareness-of-maternal-mental-health\/"},"modified":"2025-11-07T11:09:05","modified_gmt":"2025-11-07T11:09:05","slug":"raising-awareness-of-maternal-mental-health","status":"publish","type":"portfolio","link":"https:\/\/www.72point.com\/us\/portfolio\/raising-awareness-of-maternal-mental-health\/","title":{"rendered":"YOU ARE NOT ALONE"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;7&#8243; bottom_padding=&#8221;7&#8243; back_image=&#8221;89333&#8243; overlay_color=&#8221;color-144227&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; el_class=&#8221;pageheader&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;7&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;2&#8243; desktop_visibility=&#8221;yes&#8221; medium_visibility=&#8221;yes&#8221;][vc_custom_heading auto_text=&#8221;yes&#8221; heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-445851&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;uppercase&#8221; css_animation=&#8221;curtain-words&#8221; text_align=&#8221;text-left&#8221; el_class=&#8221;pageheader&#8221;]Digital Outreach and SEO[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-155944&#8243; text_weight=&#8221;600&#8243; text_transform=&#8221;uppercase&#8221; text_height=&#8221;fontheight-179065&#8243;]ChannelMum[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;6&#8243; back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; expand_height=&#8221;yes&#8221; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;100&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner column_width_percent=&#8221;80&#8243; gutter_size=&#8221;3&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;4&#8243; mobile_width=&#8221;7&#8243; width=&#8221;2\/3&#8243; css=&#8221;.vc_custom_1619196774469{padding-right: 32px !important;}&#8221;][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>SUMMARY<\/h3>\n<p>Channelmum.com is the UK\u2019s 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.<\/p>\n<p>The site receives a large volume of User Generated Content from mothers \u2013 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.<\/p>\n<p>Channel Mum supported Sophie\u2019s 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 \u2013 and sensitively \u2013 packaged up for the mainstream media and distributed to top tier media publications who could raise awareness of Channel Mum\u2019s free online counselling services to an international audience as well as to decrease stigma around mums struggling with mental health issues.<\/p>\n<p>For more info on how we tackle mental health with ChannelMum,\u00a0<a href=\"http:\/\/www.72point.com\/pr-insight\/tackling-mental-health-with-channel-mum\/\" target=\"_blank\" rel=\"noopener noreferrer\">click here<\/a>[\/vc_column_text][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>How we did it<\/h3>\n<p>A multi-faceted media relations strategy was deployed to reach mass media, which included a sell-in via 72Points digital hub, traditional outreach to key contacts and a broadcast day utilising Volkswagen\u2019s key spokespeople.<\/p>\n<p>B-roll footage and a video featuring an electric car owning family and compelling imagery further aided the broadcast and digital sell-in.[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; expand_height=&#8221;yes&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;4&#8243; mobile_width=&#8221;7&#8243; css_animation=&#8221;alpha-anim&#8221; animation_speed=&#8221;500&#8243; width=&#8221;1\/3&#8243; mobile_height=&#8221;300&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;capitalize&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;200&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Pieces of coverage&#8221;]<span class=\"gradient-fill-span\">50<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;capitalize&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;300&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Estimated coverage views&#8221;]<span class=\"gradient-fill-span\">3.54M<\/span>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-160206&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;capitalize&#8221; text_height=&#8221;fontheight-179065&#8243; sub_lead=&#8221;yes&#8221; sub_reduced=&#8221;yes&#8221; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243; text_align=&#8221;text-left&#8221; el_class=&#8221;bigstat&#8221; subheading=&#8221;Social shares&#8221;]<span class=\"gradient-fill-span\">7.6k<\/span>[\/vc_custom_heading][vc_single_image media=&#8221;89309&#8243; media_width_use_pixel=&#8221;yes&#8221; media_width_pixel=&#8221;150&#8243;][vc_single_image media=&#8221;89329&#8243; media_width_use_pixel=&#8221;yes&#8221; media_width_pixel=&#8221;150&#8243;][vc_single_image media=&#8221;89330&#8243; media_width_use_pixel=&#8221;yes&#8221; media_width_pixel=&#8221;150&#8243;][vc_single_image media=&#8221;89331&#8243; media_width_use_pixel=&#8221;yes&#8221; media_width_pixel=&#8221;150&#8243;][vc_single_image media=&#8221;89332&#8243; media_width_use_pixel=&#8221;yes&#8221; media_width_pixel=&#8221;150&#8243;][vc_empty_space empty_h=&#8221;3&#8243;][vc_separator sep_color=&#8221;color-jevc&#8221; el_width=&#8221;200px&#8221; el_height=&#8221;1&#8243; el_class=&#8221;divider01&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;4&#8243; top_padding=&#8221;7&#8243; bottom_padding=&#8221;7&#8243; back_image=&#8221;88318&#8243; overlay_color=&#8221;color-146872&#8243; overlay_alpha=&#8221;25&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; css_animation=&#8221;bottom-t-top&#8221; width=&#8221;1\/1&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-761606&#8243; text_size=&#8221;fontsize-730984&#8243; text_weight=&#8221;700&#8243; text_transform=&#8221;uppercase&#8221; text_align=&#8221;text-left&#8221; el_class=&#8221;gradient-multiline&#8221;]<span class=\"solid-highlight\">\u201cWe didn\u2019t see this a PR story, we saw it as a way to get parents the help that so many need but are afraid to acknowledge or ask for.<\/span> Throughout the whole process. 72Point were exemplary, handling the material with care, sensitivity and understanding \u2013 and the coverage vastly exceeded our expectations. Two months on we are still seeing daily traffic driven by the campaign.\u201d<\/p>\n<p>[\/vc_custom_heading][vc_column_text]Siobhan Freegard, Founder of Channelmum.com[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;5&#8243; back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_raw_html]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[\/vc_raw_html][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;7&#8243; back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_column_text css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;100&#8243;]<\/p>\n<h3>Results<\/h3>\n<p>The campaign achieved both extensive online and broadcast coverage and was a \u2018watershed moment\u2019 allowing mums around the UK and abroad to open up and share their experiences without fear of judgement. Following the coverage, Channel Mum\u2019s user numbers are rising over 10% each and every month.<\/p>\n<p>The project was an astounding success, securing 50 pieces of coverage in top tier news publications in the UK, United States, Australia, Indonesia and Singapore. Top UK news coverage appearing in The Daily Mail and MailOnline, The Mirror, The Independent, Metro, Daily Record, as well as top global news sites including MSN and Yahoo! as well as parenting news sites including Little Things.com, Zena.com and The Bump.com. The project encouraged positive engagement from Channel Mum\u2019s key target audience of millennial and Gen Z parents and families with young children, especially mothers and professionals.<\/p>\n<p>Most significantly, Sophie\u2019s bravery and the sensitive handling of the story by Channel Mum and 72Point, resulted in the story being picked up by ITV\u2019s Good Morning. Sophie appeared alongside Emma Kenny, one of Channel Mum\u2019s top psychologists and mental health experts. 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