Cocoon Marks Parent Mental Health Day
- Feb 13
- 3 min read
When we began working with Cocoon at the end of last year, it was with a clear long-term vision. The Yorkshire-based pregnancy and women’s wellbeing clinic, founded by Sam Naughton in 2024, is building something carefully considered and deeply human, a space that combines high-quality clinical care with meaningful emotional support for those navigating fertility, pregnancy, baby loss and early parenthood.
Our partnership centres on sustained brand positioning and strategic media visibility as Cocoon grows throughout 2026 and beyond. Parent Mental Health Day on 30th January marked the first major campaign moment within that longer-term work.
This initial stage of PR was deliberately founder-led. Before expanding a brand narrative, you establish its heart. For Cocoon, that heart lies in Sam’s own experience of baby loss, pregnancy after loss and the quiet emotional toll that so often goes unseen.
In the lead-up to Parent Mental Health Day, we supported Sam in sharing her story publicly. Losing her baby at 10 weeks, grieving while still parenting, and navigating a subsequent pregnancy filled not with uncomplicated joy, but fear and hypervigilance. Her experience became the foundation of a coordinated media campaign designed to spark conversation around parental mental health while reinforcing Cocoon’s identity as a clinic built on compassion, calm and psychological safety.
National coverage included a powerful first-person piece in The Big Issue, major articles on BBC News Online and Yahoo! News UK, an interview on BBC Radio England’s The Late Show, a self-authored article in Lemon Magazine, and a powerful piece in Take a Break.
Broadcast interviews also aired across BBC Radio Sheffield, BBC Radio York and Greatest Hits Radio, alongside coverage with YO1 Radio, ensuring the conversation reached communities in real time.
Regional print and digital coverage added further depth, including The Yorkshire Post, Bradford Telegraph & Argus, The York Press, Harrogate Advertiser, Barnsley Chronicle and The Yorkshire Press.
Beyond traditional press and radio, longer-form conversation has also been secured. Sam is recording an episode of The Midlife Awakening Podcast, allowing for deeper discussion around pregnancy after loss and parental mental health. What began as a date-led awareness moment is now unfolding into sustained, layered visibility.
A defining strength of this campaign was that much of the coverage was written in Sam’s own words. Bespoke first-person and opinion-led pieces appeared in The Big Issue, the Bradford Telegraph & Argus, The York Press and Lemon Magazine, allowing her to articulate the emotional complexity of miscarriage, pregnancy anxiety and quiet grief directly and honestly. Other outlets carried in-depth interviews and features, while radio created space for nuanced conversations.
That authenticity matters. Cocoon was founded after Sam left her senior corporate career to create the support she wished had existed for her, a clinic offering fertility support, pregnancy and wellbeing scans, midwifery care, counselling, workshops and free talking therapy for women experiencing baby loss or trauma. By marking Parent Mental Health Day through lived experience, Cocoon demonstrated that emotional support is not an optional extra, but central to its purpose.
Importantly, this was never about a single awareness date. Parent Mental Health Day provided the catalyst, but the message reaches far beyond 30th January. Reassurance that grief after miscarriage is real. That pregnancy after loss can be filled with anxiety, not just celebration. That parents should not have to struggle quietly while continuing to function for everyone else. The coverage created space for empathy rather than minimisation, and for honesty rather than platitudes.
As we continue our work together throughout 2026, the focus remains clear, to build recognition for Cocoon as a trusted, human-centred brand redefining how people are supported through some of the most vulnerable moments of their lives.
If you are a purpose-led organisation, founder or growing brand looking to raise awareness around your work while building meaningful, sustainable visibility, we would be glad to start that conversation, so please get in touch.
