We worked closely with the Bolt Burdon Kemp team to develop a paid social strategy grounded in compassion, ethics and responsibility. From the outset, careful consideration was given to audience targeting, using broad interest and behavioural matching rather than intrusive or highly specific targeting, ensuring activity reached people already seeking information in a respectful way.

Campaigns were structured to prioritise awareness and trust-building rather than direct conversion. This included the use of surveys and educational content to better understand lived experience and common concerns, with insights then repurposed into longer-form content such as blogs and resources. Messaging was carefully shaped to provide clarity and reassurance without pressure.

Audience segmentation was handled with particular care. Campaigns were designed to speak separately to those who had already been through the process and those beginning to look for help, ensuring tone and content reflected different needs and stages. Paid activity was supported by complementary organic engagement, with ongoing monitoring to ensure performance remained aligned with ethical and professional standards.