A boy called alex: case study led disease awareness campaign

Alex Stobbs, a 19-year-old classical musician and Cambridge University student with cystic fibrosis, had featured in a BAFTA award-nominated Channel 4 TV documentary that followed his efforts to conduct a performance of Bach’s Magnificat, but wanted to do more to raise awareness of his life-threatening condition.

The Challenge:

Say needed to raise the profile of a charity event where Alex would conduct Bach’s St Matthew Passion at London’s Cadogan Hall, to support fundraising and raise awareness of cystic fibrosis.


Alex’s human interest story provided the ideal opportunity to build awareness of the event and of how cystic fibrosis impacts young people’s lives. Say’s tightly focused campaign sought to secure a number of ‘big wins’ with national quality papers, national TV, specialist classical music media and local press. Say offered interviews with Alex, securing feature-length profiles to highlight his life story and ambition to undertake yet another physically-demanding performance.

“As project manager for this event I want to express my gratitude for the part say played in helping to make the alex stobbs matthew passion project such a tremendous success. I credit say with helping alex to achieve his aim, in particular by raising a better awareness of cystic fibrosis and ensuring the concert was a sell-out.”

Client verdict

The Results Are In…

SOLD The concert sold out.
10 Features in national and music media;
100% extensive local coverage
TV Interviewed by BBC Breakfast in the build up to the event

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