Campaigns: Weekly Web Watch - Practical advice for a balanced life

Organisation: Flametree

Organisation: Flametree

Issue: web site launch


After a couple of months of bashing in the media, gaining

in-depth and enthusiastic national coverage of a new on-line venture is

an extraordinary feat.

Flametree is a web site set up by two working mothers, Jayne Buxton and

Rosemary Leith, who each have three children. The site is aimed at women

between 30 and 55 who want to balance their lives - whether this means

the balance between work and family, between paid work and community

concerns, about having a balanced approach to business or being a

balanced parent.

It is interesting not only from the point of view of a resource for a

fair chunk of those who work in PR, but also because they seem to have

got everything right so far in terms of PR.

In the past couple of weeks the founders have gained coverage of

themselves and their vision in Management Today and the Sunday Express,

among others, and the Observer has even started a ’Diary of a’

following the team as they gear up for the launch of the full site. The

BBC is also reported to be keen on doing a docusoap about the


The plan is to use viral marketing to spread the word about the site -

focus groups of ’friends of Flametree’ have given the founders very

positive feedback and it is intended that they will become evangelists

for the site through word of mouth and e-mail.

Buxton is herself evangelical about workplace flexibility for women,

having written a book on the subject, and is also a member of the

National Work Life Forum.

The site was named after the African flametree, known for its strong

roots and ’illuminating’ foliage. This reflects the aim to be inspiring

and insightful as well as practical and relevant.

The site is packed with information and advice, although the most

popular areas are likely to be the discussion forums, where any topic

from parenting to flexible working can be discussed. Experts are on hand

to answer questions.

The aim of the forums is to create a community of like-minded women who

can share their experiences.

Among the other elements on the site are: Work, which includes

information on employee rights and starting your own business; Home and

Family, which covers childcare inside and outside the home, as well as

care of elderly parents; and Your Time, which looks at managing stress,

getting organised, and life and career planning.

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