Home-Start UK

Client: Bandicoot Scotland

The partnership between Bandicoot Scotland, makers of the Masked Singer UK, with leading family support charity, Home-Start UK, gave the charity a perfect opportunity to launch a social media campaign using characters and catchphrases from a popular, prime-time family entertainment show.

#BehindTheMask opened up honest conversations around how tough it is to be a parent.

Using the show as a springboard, and targeting the online audience, the charity was able to raise awareness about the support it offers through its network of more than 180 local Home-Starts around the UK. It reached millions more people and served as a valuable recruitment drive for volunteers.

The partnership has been a huge success in normalising that many parents hide difficulties #BehindTheMask and instead turned the narrative away from perfect parenting social media ideals, to break down the stigma around asking for help.

Our patron Trisha Goddard has been a huge support by embracing the #BehindTheMask concept which she featured in interviews on her Talk Radio show, as well as hosting an Instagram Live with us, which allowed local Home-Starts and families to hear her personal story of parenting struggles with an opportunity to ask questions.