Challenge
Raising public awareness of online safety for Molly Rose Foundation
Bridging the gap between mental health, online safety and tech accountability, Molly Rose Foundation offers support at both personal and policy levels to counter the drivers of preventable online harm.
Client
Molly Rose Foundation
Sector
Charity
Services
Driving change with effective storytelling
Molly Rose Foundation’s goals include growing their digital presence and increasing long-term engagement with effective storytelling, building trust and authority through fearless but factual communication, and supporting the launch of Molly vs The Machines.
A powerful film with a powerful message
Molly vs The Machines is a documentary film that exposes how social media algorithms put profit before safety, pulling young people into a dark world of harmful content with devastating consequences. For the launch of their film, the Molly Rose Foundation needed our support to raise awareness and amplify their message to a wider audience.
Solution
Offering strategic and creative support across social and website activity
Working closely with Molly Rose Foundation, we helped translate their inspiring message into meaningful action. We refined and strengthened their brand strategy, and enhanced their website and social channels for greater reach and accessibility.
Building a new website and SEO
We started by giving the website a fresh look and feel, with new navigation and page structures, and more prominent CTAs. We enhanced the technical functionality to improve crawlability and indexation to aid discoverability, and we redeveloped the website backend so Molly Rose Foundation can manage and update their own content. We developed a robust SEO strategy, with keyword research and intent mapping to identify how users are searching for topics and how to attract their audience to the site. We also identified new topic categories for content creation, developed on-page SEO to improve website ranking and visibility, managed technical SEO for website migration and implemented website tracking across Google GA4 and Search Console.
Boosting engagement with paid campaigns
We uncovered an opportunity for Molly Rose Foundation to apply for a Google grant for charitable causes, then supported their successful application for the initiative. By activating a paid strategy based on continuous awareness, we significantly raised the profile of the Molly vs The Machines campaign to promote the Channel 4 film.
Turning awareness into action
big group built a clear framework to guide Molly Rose Foundation’s day-to-day social presence, from tone of voice to content pillars and platform roles. We shaped distinctive social assets that balanced emotional storytelling with credible, fact-led messaging, and led the social approach for the film launch, mapping out messaging, rollout and formats to drive awareness and conversation. We then monitored conversations, engaged audiences thoughtfully and made sure Molly Rose Foundation is visible and relevant in the right spaces. We also created a practical guide to help the team show up consistently, tell stronger stories and turn awareness into action over time.
Results
A more robust online presence with always-on awareness
By elevating Molly Rose Foundation’s brand and digital footprint and increasing awareness within the industry, we helped bring the topic of digital responsibility into mainstream professional dialogue.
Brand messaging and digital presence
Refining Molly Rose Foundation’s brand strategy allowed us to enhance its website and social channels, giving them greater reach and accessibility.
Industry advocacy and internal culture
By hosting screenings, awareness sessions and volunteering initiatives across big group offices, we brought the conversation about safer digital design into the wider marketing and communications sector.
Ongoing awareness, visibility and education
Together with Molly Rose Foundation, we helped launch Molly vs The Machines on Channel 4 and across cinemas with stronger visibility, clearer messaging, and a solid platform for continued education and collaboration. We look forward to the film’s success and further supporting Molly Rose Foundation. Molly's story deserves to be heard — and we're glad to play a small part in making sure it is.
15
components created
112%
increase in engaged sessions
129k
total social views
Big Group’s clear, professional and insightful support has enabled us to sharpen our strategic comms through our website, socials and messaging.
They have worked with us in a wholly collaborative way, always listening carefully to our briefings and feedback and keeping us updated. It's been a pleasure to work with such a dedicated team of experts.
Gareth Hill
Head of Communications & Lived Engagement
