PR · Underbelly Cowgate, Edinburgh · 2023
Dugsi Dayz is Sabrina Ali’s comedy-drama about four British-Somali teenagers stuck in detention at dugsi, an Islamic school — an irreverent take on The Breakfast Club, produced by Side eYe Productions. As a debut play from an emerging company, it needed to stand out in the Fringe’s comedy and theatre listings and to reach both mainstream critics and the communities the show speaks to.
We built the campaign around the show’s warmth and originality, pitching it as a fresh, funny debut with something to say. We combined mainstream theatre and national press with targeted outreach to Somali, Muslim and wider communities of colour, and made the most of the show’s awards story once it landed.
— Pitched previews and reviews across national and arts press
— Secured broadcast interviews on BBC News and BBC World Service
— Ran community-focused outreach to Somali, Muslim and diaspora audiences
— Amplified the show’s Popcorn Writing Award win across trade and national media
40 pieces of coverage, including 12 reviews at a four-star average, reaching a combined audience of 638 million. A four-star review in The Times, four stars in The List, interviews on BBC World Service and BBC News, and the Popcorn Writing Award 2023, in association with BBC Writersroom.
“An irreverent Islamic take on The Breakfast Club” — The Times
“Drama with a big heart … both very specific and completely universal” — The List
This campaign was led by Elaine Jones, PR Account Director at Mobius.
More Edinburgh Fringe case studies: Xhloe and Natasha, The Butterfly Who Flew Into the Rave, It’s A Motherf*cking Pleasure, Who Do Ya Love?, MILES..
To discuss your project, get in touch at team@mobiusindustries.com.