THE SCHOOL OF LIFE

THE TASK

The School of Life is a global organisation helping people to find perspective and resilience in the face of life’s challenges. To celebrate its 10th Anniversary, CLO PR was tasked with creating a PR campaign to reach a broader audience, beyond the brand’s avid fans. Key product lines would be brought to life, such as The School of Life tools for strengthening love.

THE SOLUTION

CLO PR launched the anniversary news leading with a data-led story, which highlighted people’s relationship struggles and the confusion of true love. The news was supported with a press event showcasing The School’s love tools, and expert advice by The School’s head of psychotherapy. A free, abridged version of Self-Knowledge, The School of Life’s most popular book, was handed out to the public at 2 London Tube stations and circulated with journalists. The timing of the campaign overlapped with the airing of UK’s popular reality show, Love Island, which provided a relevant hook for further coverage by tapping into the campaign research. We also set up a press office function to tap into reactive opportunities where The School of Life would be able to sweat its assets, such as resident experts and product collateral.

THE IMPACT

CLO PR smashed targets and generated coverage in the national, regional, consumer and trade press with a combined reach of over 43.7 million. Top coverage includes Sunday Times, The Telegraph, Huff Post and Metro. Stronger journalist relationships were developed, which has led to subsequent press enquiries and further PR opportunities.