Campaign: A Boy Called Alex
Client: Alex Stobbs
PR team: Say Communications
Timescale: December 2008-April 2009
Budget: Pro bono
Alex Stobbs is a 19-year-old classical musician and Cambridge university student who suffers from cystic fibrosis. He was the subject of a Channel 4 documentary that followed his attempts to conduct while living with the condition. Say Communications was asked to raise the profile of a charity event where Stobbs would conduct St Matthew Passion at London's Cadogan Hall.
- To raise the £25,000 needed to stage the performance
- To ensure the event was a sell-out
- To raise awareness of cystic fibrosis.
Strategy and plan
Say used Stobbs as a case study and worked with the Cystic Fibrosis Trust throughout to enhance the campaign's credibility. Say targeted key publications with feature-length profiles of Stobbs that would highlight his life story and ambition to undertake a physically demanding performance. Say made sure the event was featured in classical music listings.
Measurement and evaluation
The Independent on Sunday, Classical Music magazine and the Cambridge Evening News all ran major features on Stobbs and the event. He was also interviewed by BBC Breakfast. All of the coverage highlighted the day-to-day struggle of living with cystic fibrosis.
The event was successfully funded and sold-out.