When Strut Safe came to us, they had no budget, an important message and a newly expanded service that needed to reach the people who needed it most. The challenge? Make late-night safety feel culturally relevant to an 18-35 audience without a penny to spend. Our answer was to stop thinking like a PR agency and start thinking like the people coming home at 2am...

The idea was simple but powerful: turn familiar late-night venues into safe havens. We coined them Strut Stops, and our first partner was Morley's - the iconic late-night chicken shop that already has a place in the nation's heart. We packaged the concept with hard-hitting research (94% of people have cancelled plans because they didn't feel safe getting home) and sold it into media alongside pro bono photography from a partner who believed in the cause as much as we did.

Zero budget doesn't mean zero impact - not when you've spent years building the right relationships. We called in our network and they showed up: free newswire distribution, donated design hours, complimentary print. The result? 17.7 million estimated reach, a 144% uplift in calls year-on-year, +1,000 new followers on Instagram, effectively free advertising for the phone line in key locations and a wave of new brands getting in touch to become the next Strut Stop.