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My top three favourite PR campaigns in 2022 so far

Posted by Fiona Todd on 17th February 2022

While we may only be in month two of 2022, many brands have already entered the year with a creative bang.

While creativity has always been key for brands to stay ahead of the competition, the pandemic seems to have heightened its importance.

In fact, a recent study from PRovoke Media discovered that nearly nine in 10 (88%) PR pros across the globe believe creativity will be either extremely or very important to business recovery post-Covid.

While I completely agree that adding a creative flare to PR and marketing campaigns is important to stand out from the crowd, I do think it’s equally important to ensure that these campaigns tell an engaging story that can successfully tap into human emotion.

Being able to pull at the heart strings, even if just very slightly, is the key to winning hearts and minds. These are some of my favourite campaigns so far who have done exactly that in 2022.

  1. It’s ok to be sad AF

In January, BrewDog partnered with mental health movement #IAMWHOLE to launch an alcohol-free beer, named SAD AF, to help men speak out about their own mental health.

Research from #IAMWHOLE discovered that 84% of those who experience mental health challenges say January is the hardest month.

But it also discovered that 82% of men are more likely to open up over a beer, so the brand decided to launch its new alcohol-free beverage in the hopes that more men would be able to discuss their mental health challenges more openly (and responsibly).

To promote the campaign, #IAMWHOLE and BrewDog launched a heartfelt online video featuring Rizzle Kicks’ Joran Stephens and other celebs including Danny Dyer and John Simm.

I can definitely say this video pulled at my heart strings…

  1. Hope is everything

 Surely I’m not the only one who shed a tear or two during the last season of Netflix’s After Life?

The show is centred around the life of local journalist Tony, played by Ricky Gervais, and tells a story of his grief and depression after his wife passes away.

The one place Tony goes to find hope and solace is the local churchyard bench, which eventually helps him to open up and talk about his feelings to those around him.

In line with the launch, Netflix teamed up with CALM to install 25 benches in parks across the UK to promote healthy conversations around mental health.

Each bench, which has “Hope is everything” inscribed, features a QR code that people can use to access emotional support and resources if needed.

While the campaign is obviously a great way to get the public talking about the show, it’s also spreading an extremely important message that could encourage people to get the help and support they need.

  1. MRI scans shouldn’t be scary

As someone who has never had an MRI scan, the whole process to me sounds very daunting.

But imagine what the thought of having one must feel like for a child?

With the aim to reduce children’s fears in hospital, LEGO recently designed model MRI scanners made from LEGO to help them understand the whole process and to reassure them of its safety.

The LEGO MRI scanners can even open up to show children exactly how the machines work to further reduce their worry.

While these aren’t available to the public to buy, LEGO will send custom sets to hospitals so young patients can learn all about MRIs before having the real scan.





Fiona Todd

Fiona’s early PR career began in a Hollywood film studio, but she left the glamour of entertainment in favour of the variety and greater opportunity offered by tech PR. Fi’s calm demeanour and pragmatic approach has helped her win the hearts and minds of her clients ever since. The secret to Fiona’s zen-like approach to account management is her love of yoga, helping her maintain mental and physical wellbeing after dealing with the daily demands of busy agency life.