Miss Scotland

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Beauty with a purpose

Miss Scotland Mhairi Fergusson proved to be a shining inspiration for young people suffering from epilepsy with a PR campaign to raise the profile of the beauty queen and the condition she lives with every day


Inspiring young people

Mhairi Fergusson, Miss Scotland 2016/17, suffers from epilepsy and wanted to use her year to help and inspire young people and families affected by the condition. Mhairi had a compelling story to tell and our campaign helped raise awareness of childhood epilepsy across the UK, allowing her to realise her ambition of bringing beauty with a purpose. Mhairi’s story was also brought to children across the globe when she represented Scotland at the Miss World beauty pageant in Sanya, China.


The Big number

Reaching 3m people

We set out the strategy that would allow us to realise Mhairi’s ambition of creating positive change in her year as Miss Scotland. Key to realising this aspiration was increasing Mhairi’s sphere of influence across the media and organisations associated with her cause. Mhairi’s media profile was transformed in 12 months from being the winner of Miss Scotland to a voice and inspiration for all those affected by childhood epilepsy. As her profile and influence grew, Mhairi firmly established herself as an ambassador for The Muir Maxwell Trust, a charity which supports families affected by the condition.

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A compassionate voice

We successfully delivered a media engagement strategy for Mhairi that helped us build relations and secure consistent coverage across UK media.

The work involved media profiling with health and lifestyle writers to tell Mhairi’s story and her ambition to be a positive role for children suffering from epilepsy.

As the relationships grew, she was positioned for reactive commentary opportunities across both print and broadcast, aligning our strategy with key dates like Purple Day.

The strategy, backed by media training and coaching, helped elevate Mhairi as a go-to voice for child health issues.



A grand evening

Mhairi hosted a Tartan Tiara ball at the Balmoral Hotel in her role as Miss Scotland.

The charity event was in honour of the Muir Maxwell Trust and raised an incredible £185k for the childhood epilepsy charity.

We devised a campaign that raised the profile of the event and delivered a wave of momentum for her growing profile as an ambassador for childhood epilepsy.

With a media briefing ahead of the event, we delivered stunning photography which secured front page coverage in national media.

It was also important to show the impact of the fundraising and we developed media activity with the Muir Maxwell Trust to show how it made a difference to young people’s lives.

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Big Numbers

Inspiring work

When Mhairi was growing up she didn’t have a positive role model with the condition that she could relate to.

Being an inspiration for young children was her guiding mission during her year as Miss Scotland – and we helped her achieve this.

She led the debate on childhood epilepsy, engaged with young people and gave families hope that they could lead a fulfilled and inspirational life.

With over 60 pieces of print and broadcast coverage during her reign, Mhairi now enjoys a strong media profile and has helped to bring a positive voice for childhood epilepsy.