Client Case Study: Chapter2Dating & WidowsFire
- Mar 1
- 2 min read
Strong PR and communications is about much more than individual moments. For Chapter2Dating and WidowsFire, our focus has been on creating consistent visibility over a long-term period, developing credible stories and commentary, reaching different audiences and strengthening the profiles of both brands alongside their founder, Nicky Wake.
Chapter2Dating and WidowsFire are two separate purpose-driven technology brands shaped by Nicky’s own experiences of widowhood and finding connection again after the death of her husband Andy. Chapter2Dating provides a dating and community platform for widows and widowers looking for friendship, companionship and relationships, while WidowsFire was created for widowed people looking to explore intimacy and connection without the expectations of a committed relationship. Both operate in areas of people’s lives that can be deeply personal, requiring communications that are open and engaging while recognising the complexity of grief and life after loss.
Our communications work has spanned PR, human-interest storytelling, founder profiling, thought leadership, content, social media strategy, speaking opportunities and wider collaborations. Rather than relying on launches or occasional announcements, we have built sustained communications around the businesses, the communities they serve and the wider conversations they can credibly contribute to.
Nicky’s own story has been an important part of that work. We have supported her in speaking openly about grief, widowhood, dating, intimacy, entrepreneurship and rebuilding life after loss, creating opportunities that bring a personal perspective to subjects still often surrounded by silence or stigma. We have also developed stories and commentary around dating after bereavement, loneliness, relationships, parenting, finding love again and the realities of navigating life after losing a partner, approaching personal experiences with care while creating different routes for Chapter2Dating and WidowsFire to connect with relevant audiences.
The breadth of media and content opportunities reflect the variety of stories and perspectives we have developed. Broadcast opportunities have included interviews on Channel 5 News and BBC Radio England. Newspaper coverage has included The Guardian and The Sun, while magazine features have appeared in My Weekly and YOU. Digital coverage has included HuffPost and LADbible, with podcast appearances including Everymum and Tea At Four. Regional media has included Manchester Evening News and MyLondon, while business coverage has included a major feature in Lancashire & North West Magazine.
The work has reached well beyond coverage. We have developed guest blogs for platforms including Prowess and Positive Parenting, secured speaking opportunities such as Empowering Women in Business, supported social media strategy for Nicky’s own channels, and facilitated collaborations and introductions that have opened up further opportunities.
Working together over the longer term has allowed us to keep finding fresh ways to tell the stories behind Chapter2Dating and WidowsFire without relying on the same narratives. It has meant moving between consumer, lifestyle, relationships, business and wider social conversations, while keeping both businesses visible and giving Nicky opportunities to contribute her experience and perspective. Throughout, we have remained conscious that behind conversations about widowhood, grief, dating and intimacy are real experiences that deserve to be communicated with care and respect.
If your organisation is looking for strategic communications support to strengthen its profile, develop compelling stories and reach the audiences that matter, please get in touch to discuss how we can work together.
