Bevic Marketing & PR Case Study:
Dr Charlotte Armitage Profile Raising
Dr Charlotte Armitage, Psychologist and Psychotherapist; founder of
No Phones at Home Day and the Be Device Wise educational program; author of Generation Zombie; TEDx speaker and recognised expert on digital behaviours and the impact of smart devices.
Services: Social Media Marketing, PR, Podcast and News Outlet Outreach
The Objective
With mounting public concern and evidence around the effects of smart devices on children, and amid the policy backdrop of the UK government decision to ban social media for under-16s, Dr Armitage sought to expand her media reach to share evidence-based insight and practical guidance with parents, educators, and policymakers.
Three-month brief: increase high-quality media visibility, secure authoritative platforms, and develop on-brand assets to sustain audience engagement.
The Strategy
Position Dr Armitage as a go-to expert on digital wellbeing and youth screen use, leveraging timely policy hooks and ongoing news cycles.
Blend earned media (op-eds, interviews, journalist responses) with thought leadership assets (video cutdowns, branded excerpts) to compound reach across channels.
Maintain message consistency across initiatives: balanced evidence, practical steps for families/schools, and constructive policy perspective.
The Execution
Thought Leadership and Op-eds
Placed op-eds in high-credibility outlets, including The Yorkshire Post, with an offer for an ongoing series to deepen audience familiarity and establish column continuity.
Broadcast and Podcast Appearances
Secured guest slots on high-profile podcasts, including:
Mums the Word with Kelsey Parker
The Gadget Show
Opened pipeline for additional podcast platforms, offering interviews to sustain momentum beyond the initial run.
Newsroom Response and Expert Commentary
Proactive participation in media requests tied to digital detox and youth screen-time debates, including engagement with journalists at The I Paper and The Guardian.
Supplied timely, quotable expert guidance alongside data points and parent/school takeaways.
Key Message Landed
Evidence-informed guidance on device impact and child development.
Practical, compassionate frameworks for families and educators.
Constructive policy perspective during the under-16 social media ban decision window.
Outcomes
Elevated Expert Positioning:
Multiple high-profile media touchpoints built a clear association between Dr Armitage and credible, actionable advice on youth digital behaviours.
Cross-Channel Reach:
Broadcast, podcasts, print/online press, and social assets worked in tandem, compounding impressions and shareability.
Pipeline for Continuity:
Ongoing series opportunities and open interview offers extended the campaign’s life beyond the initial three months.
Why Bevic?
Timely Agenda-Setting:
We tied expert commentary to a real-time policy decision, ensuring relevance and newsworthiness.
Editorial Precision:
We shaped op-eds and interview narratives to balance scientific insight with accessible, parent-facing guidance.
Asset Orchestration:
We transformed long-form intellectual property (TEDx talk and book) into a sustained stream of engaging content that amplified earned media wins.
