Client: Bandicoot Scotland
#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.