One of the many reasons we love what we do is because it allows us to work with brands like Lucy Bee – a challenger beauty brand that rips up the rule book with its stance on sustainability. True to form, they wasted no time donating to support those impacted by the COVID-19 crisis.

Having confirmed the donation of 30,000 soaps (going out to 35 charities, plus the emergency services, care homes, homeless shelters and food banks) we wanted to notify those on front line caring for the most vulnerable that this was a source of help they could avail of. We hit the phones, speaking to lifestyle media from national to regional, targeting all those seeking ‘good news’ stories.

The results were strong, with coverage everywhere from Independent.co.uk to Refinery29 and Marie Claire. Crucially, this helped to raise awareness, meaning other pockets of society that could benefit knew to get in touch.