Case studies

Darkness into Light with Pieta House

Campaign for Darkness into Light for Pieta House Exceeds All Expectations with €7.3million raised; Trending Social and Widespread Front Page Coverage.

Key Points

As Pieta’s flagship fundraiser, Darkness into Light 2021 was set to be a campaign like no other.


Using the creative platform ‘One Sunrise Together’, we set about to unite the Irish public during one of the toughest years in lockdown through a series of paid and earned PR tactics across a six-week campaign period.


We engaged with core audiences to educate, unite, and position Pieta at the forefront of mental health through an impactful multi-channel communication strategy.

Campaign Objective

Position Darkness into Light as an iconic national movement; bringing people together mentally, but socially apart in 2021; while growing participation levels for Darkness into Light and charity donations for Pieta.

Campaign Approach

We worked with Pieta and Electric Ireland to cut through the noise and deliver compelling storytelling opportunities and impactful digital communication within targeted demographics by activating a five-pillar approach through; media relations, ambassador collaborations; media partnerships; social amplification


The approach saw phenomenal results, meeting and exceeding all KPI’s.

#1 trending conversation across social media on May 8th

460k visits to website during the campaign period

• €7.3million raised for Pieta – 37% increase in donations from 2020

• Total campaign reach over 25million

• 400+ earned coverage placements

• 4 front page photocall placements in national newspapers

• Over 40 interview placements across broadcast, print and online channels


Let’s discuss your next project

Let's have a chat.

Contact us