Targeted social activity  changes attitudes to disabilities in the modelling industry

The aim was to raise awareness of the TV series, ‘Britains Missing Top Model’ and to spark debate about the core issues by engaging on social

Social partnerships and live content

During the campaign, which had to be handled with extreme sensitivity, we had ongoing conversations with over 200 online influencers from the recruitment phase (for the show’s contestants) through to the final episode of the show. We set up partnerships with websites and blogs, which subsequently reported on events in the show and published weekly poll results and interviews with the contestants. This resulted in a consistent flow of communication, interaction and engagement with online audiences.

Managing and advising 

We advised the BBC regarding communications across all social media channels, including news sites such as the “Comment is Free” section on and the highly active BBC Ouch! message board.

Social search 

At the end of the campaign the key search term “disabled model” dominated the first page of Google.

A total of 876,000 pieces of online coverage which referenced “Missing Top Model” was achieved. This included coverage on mainstream sites such as,,,, and As well as specialist sites such as,,, and

1,647 blogs mentioned the key search term “Missing Top Model” and thousands of people joined the “Missing Top Model” Facebook group.