Case study · Blue Monday 2022

WriteWell Community

Relations Group ran a broadcast PR campaign for WriteWell Community around Blue Monday 2022. A radio day of interviews put their spokesperson on air, securing 8 items of radio coverage with a combined audience of 1.5 million. Highlights included Radio News Hub, BBC Radio Leeds and BBC Radio Leicester.

Part of Blue Monday on air →
8Items of coverage
1.5 millionCombined reach
54m 24sTime on air

Coverage highlights

Listen
BBC Radio Leeds · 8m 47s
0:00 / 8m 47s
BBC Radio Leicester · 10m 11s
0:00 / 10m 11s
BBC Radio Bristol · 7m 32s
0:00 / 7m 32s

The story

WriteWell Community, Blue Monday 2022

The aim
WriteWell Community wanted to launch its online writing for wellbeing community and show how writing for yourself can support mental wellbeing.
The message
Writing is not just for an audience. WriteWell Community offers a welcoming online space to write for your own wellbeing, where the process matters more than the final product.
The angle
With around 20% of people experiencing depression in January and Blue Monday on 17 January, research shows expressive writing can boost self-awareness and ease depressive symptoms, anxiety and stress. Professional Writing Academy launched WriteWell Community, the world's first online writing for wellness community.
On air
A writing for wellbeing practitioner and the founder of WriteWell Community
The result
8 items of coverage reaching 1.5 million, including Radio News Hub, BBC Radio Leeds, BBC Radio Leicester, BBC Radio Bristol.
Budget £4,000Delivered £4,750Above budget 19%On air 54m 24sServices interviews

What the budget bought

£4,000
£4,750
£23,361
£70,082
18:1return on investment: PR value is 18 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Blue Monday

Blue Monday is the name given to the third Monday in January, promoted as the most depressing day of the year. It began in 2005 as a press release for the travel company Sky Travel and has no scientific basis, but charities now use it to start conversations about mental health. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Blue Monday for 2027?

Blue Monday next falls on Monday 18 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team