Client Case Study: All Aboard ADHD
Purpose-driven brands often grow from someone recognising a gap in the support they once needed themselves. All Aboard ADHD was created to help parents navigating ADHD feel better informed, better supported and less alone, combining coaching, a podcast and community around the realities of neurodivergent family life.
Founded by Claire Quigley Ward, All Aboard ADHD is informed by both professional expertise and lived experience. Claire was diagnosed with ADHD at 41, while both her son and daughter have also been diagnosed, giving her a deeply personal understanding of the experiences that can accompany ADHD for parents and their children.
The Prominence Collective worked with All Aboard ADHD on a focused PR campaign to raise awareness of its work, reach new audiences and create opportunities for Claire to share her considerable knowledge and experience more widely. Central to the approach was connecting the purpose of All Aboard ADHD with relevant conversations around parenting, neurodivergence and family life, while approaching Claire and her family’s experiences with appropriate care and sensitivity.
Claire’s experience of receiving a later-life diagnosis provided one important strand of the campaign. She had spent years feeling that she was somehow “the problem” before understanding her own neurodivergence, opening up wider conversations about women whose ADHD goes unrecognised, parents discovering their own neurodivergence through their children and the difference that greater understanding can make to families.
We connected these personal perspectives with the wider work of All Aboard ADHD, ensuring opportunities also introduced audiences to its coaching, podcast and community. This allowed us to raise the profile of the organisation while giving Claire platforms to contribute her expertise and lived experience to conversations directly relevant to the parents and families All Aboard ADHD supports.
The campaign secured coverage across national, regional, parenting, lifestyle and podcast media, taking All Aboard ADHD and Claire’s expertise to audiences across the UK and Ireland. Coverage included the Daily Record, Yahoo! News, Everymum, NI4Kids Magazine, Lemon Magazine, Hampshire Chronicle, South London Press, Renfrewshire Gazette, Paisley Daily Express and Barrhead News, alongside further media opportunities that brought the organisation’s work and Claire’s experiences to parents, families and wider consumer audiences.
The campaign also led to a major national television opportunity with BBC One’s The One Show. Producers discovered Claire through the press coverage we had secured and approached her to take part in a special film about families living with ADHD, presented by Jeff Brazier. The feature gave Claire the opportunity to share her expertise and lived experience with a national television audience, while bringing All Aboard ADHD and its mission to an even wider audience.
Through the campaign, All Aboard ADHD reached audiences across national, regional, parenting, podcast and broadcast outlets, creating greater visibility around its work and the experiences of the families it supports. The subsequent approach from The One Show also demonstrated how targeted communications can create opportunities beyond the coverage initially secured.
Reflecting on our work together, Claire said: “As an independent podcaster, working with an independent PR agency like The Prominence Collective was a breath of fresh air. I really valued having direct contact with Edwin throughout. He not only understood the heart of my mission with All Aboard ADHD, but also recognised the unique PR needs of someone who works by themself, and therefore doesn’t have a team behind them. It never felt like a cookie-cutter or transactional approach. Instead, Edwin worked with dedication helping to shape and share my story with care, insight, and bespoke strategy, to reach more listeners, and ultimately help more parents.”
If you are building a purpose-driven brand and want to raise awareness of its work, reach new audiences and create opportunities for your expertise and stories to be heard, please get in touch to discuss how we can work together.
