PR · Underbelly Bristo Square, Edinburgh · 2023
It’s A Motherf*cking Pleasure is a satire on the monetisation of identity politics and ableism from FlawBored, a disability-led company, two of whose performers are blind. The show had ambition and a sharp point of view but no established profile. The task was to secure the reviews and features that would fill houses, while making sure the coverage engaged with the work as theatre rather than treating it only as an access story.
We led with the show as comedy and satire first, and briefed critics and journalists to take it seriously as theatre. We paired mainstream and arts press with disability, LGBTQIA+ and comedy media, and used interviews to let the company set the terms of the conversation.
— Ran an early press release and pitching campaign, with a June media trip to Edinburgh
— Secured reviews across national, Scottish and arts press
— Placed interviews and features in disability and LGBTQIA+ media, including the BBC Access All podcast
— Built a critics’ campaign that delivered a run of five-star reviews
55 pieces of coverage, including 22 reviews at a four-star average, reaching a combined audience of 200 million. Five-star reviews from The Times, Broadway Baby, West End Best Friend and The Queer Review, with further coverage across The Stage, the Financial Times, the Economist and PinkNews.
“Just book the tickets now and go and see this show … a brilliant show” — Broadway Baby
“A strikingly original satire about the monetisation of identity politics and ableism” — West End Best Friend
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, Dugsi Dayz, Who Do Ya Love?, MILES..
To discuss your project, get in touch at team@mobiusindustries.com.