The Folk Group

As part of our Words to Live By campaign for @admiral_insurance_uk , we shared Nick’s story of how a serious road traffic collision changed his life forever. Thanks to a partnership with @global , Nick’s story was shared across broadcast media, reaching even more people. A huge thank you to @headway_uk - the brain injury association for their support, and incredible work they deliver day in day out. Find out how to make ‘drive safely’ your words to live by: /drivesafely 🚙 *This audio contains details that some listeners may find upsetting.

We are starting the year as we mean to go on - by championing inclusive comms of course, and what better way to kick off than with an article in @prweek_uk from our very own @sh_aron8912 🙌🏻 While DEI backlash is making headlines, forward-thinking brands are proving that inclusion is more than just a box to tick - it’s a business advantage. 🌈 From Virgin Atlantic’s accessibility-first approach to Goldman Sachs investing in Black women entrepreneurs, the message is clear: DEI matters. Let’s challenge the fear, misinformation, and noise. Inclusion isn’t just “nice to have” - it’s the right thing to do. Want to know more? Drop us a DM. #InclusionMatters #DiversityAndInclusion #Leadership #PositiveChange #CorporateResponsibility #SocialImpact

How do you create a road safety campaign that doesn’t sound like a lecture to Gen Z? 🚗 Work with them and hand them the mic. 🎤 That’s what we did with Your Ride, Your Rules - a social-first campaign for @admiral_insurance_uk designed to reframe road safety as a shared responsibility between drivers and passengers. Using qual and quant research with young people aged 17–23, we learned: 💭 57% believe everyone in the car is equally responsible for safety 💭 44% hold back from speaking up because they fear tension 💭 Phone use and speeding were the top risky behaviours experienced From this, we built a creator-led, insight-driven strategy across paid, owned and loaned channels, including: 📲 Authentic content from creators in the comedy, music, and lifestyle spaces designed to start conversations, not sell car insurance 🎬 A hero film, and social cutdowns, featuring our creators sharing their rules We didn’t stop at awareness. This campaign offers young people practical, non-judgemental tools to speak up and protect each other on the road, including: 📲 A reactive Instagram Story mechanic using ‘Add Yours’ prompts to spark anonymous Q&A 💭 Expert-backed carousels responding to real audience scenarios - from “how to tell your mate they’re driving too fast” to “how to turn down the aux without killing the vibe” Results so far: 🥳 Reached millions of young people across social channels 🌟 500k+ views of the hero video and cutdowns, including over 10k organic views of the hero film 🧨 Thousands of engagements and shares Content rooted in behaviour change, not just comms See how we turned real audience stories into safer driving behaviours over at @admiral_insurance_uk #YourRideYourRules

record an Unbalanced podcast interview episode with me and my lovely guest 🎙️🫶🏼

Last month, our client @admiral_insurance_uk announced a new three-year partnership with the @nationaltrust , focused on strengthening natural flood prevention across England and Wales. As part of this work, Admiral highlighted a growing issue facing homeowners: surface water flooding. 6.3 million properties in England alone are already at risk - a number expected to reach 7.5 million by 2050 - affecting three times as many homes as river or coastal flooding. In response, we worked with Admiral to launch The Flood Force - a team of leading voices in conservation, property resilience, and climate education. Together, they’ve developed crucial, practical guidance to help homeowners better protect their properties and build stronger flood resilience. More information on Admiral’s work and the Flood Force can be found at /floodforce If you’re looking to turn emerging issues into meaningful action or have a story you believe deserves to be told, get in touch today.

We had a fun evening attending the CorpComms Awards, and were proud to add to the month’s trophy collection with Best Use of Content for our Words to Live By campaign with our partner @admiral_insurance_uk As well as winning Best Use of Content, we also took home Highly Commended for Best Use of Video. We faced strong competition, so we’re really pleased with these awards for such a meaningful project.  Winning another award for Words to Live By highlights the impact of the campaign, which aimed to empower road safety conversations between young adults and their parents. We’re super proud of this shared achievement and excited to build on this success in 2026.

AI, brand trust and digital threats - six expert perspectives 💡   Last month, we published a white paper following an event with Browne Jacobson. The white paper featured industry experts, covering topics like disinformation and deep fakes, AI ethics and consumer trust. For those looking to shape AI policy, manage brand safety, or keep up with the next wave of digital threats, this paper is essential reading.   Read the full blog and download the white paper  https://lnkd.in/eKrEKw8q

Earlier this year, we hopped on the news that the price of gold was increasing, securing over 50 pieces of coverage for our client, @admiral_insurance_uk . This story explained how the increasing gold value could require Brits to update their insurance policies, as expensive items like jewellery may need to be listed separately. Pitching reactively led to a big win, landing coverage across global, national, regional and trade media. The comprehensive articles highlighted Admiral as a trusted expert, showing how they’re helping people to protect their most valuable possessions. If you’d like to chat about making the most of news spikes and spreading your brand’s key messages, get in touch today ✉️

This summer, we worked with our partner @admiral_insurance_uk to produce a story on pre-existing medical conditions - spreading awareness on the importance of declaring health conditions to your insurer when travelling. We achieved 30+ pieces of coverage across global, national and regional titles, balancing this sensitive topic with informative commentary from the Head of Travel Insurance and Admiral’s own data. We even featured on @youtube All coverage reinforces our key messaging and highlights how Admiral is looking out for holidaymakers this summer. If you’d like to chat about securing widespread coverage for issues that matter, get in touch today ✉️

We’re thrilled to see our client @myhealthchecked featured in press. Earlier this year, we met with the journalist, Sydney, to talk all things health and wellness - resulting in a fantastic article that: ✅ Provides an honest review of MyHealthChecked’s Vitamins and Minerals DNA Test ✅ Raises awareness of at-home testing ✅ Highlights the role of at-home testing in supporting the NHS ✅ Showcases MyHealthChecked’s availability in Boots stores nationwide This kind of coverage is exactly what we set out to achieve with MyHealthChecked – authentic, relatable storytelling that informs and empowers consumers to take proactive steps toward better health. If you’d like to chat about how to secure standout coverage that aligns with your brand goals, get in touch today 📧

We’re excited to announce, not one, but two promotions. @katharine.adair_ and @_nataliewilkes have been promoted from Account Executives to Senior Account Executives! 🥳✨ These two have been crushing it with creativity, strategy, and all-around brilliance, and their promotion is more than well-deserved. Whether it’s brainstorming campaigns, handling clients with grace, or keeping the team laughing (and caffeinated), they’ve brought their A-game every single day 🚀 Here’s to more milestones, more magic, and maybe a few more celebratory coffees (or cocktails?) along the way. Congratulations, Kath and Natalie! 🎉

Timing is everything in communications ⏰ At Folk, we’re firm believers in the power of newsjacking - the art of aligning a brand’s message with trending news to create relevance and resonance. Whether it’s reacting to a cultural moment, industry update, or viral trend, smart newsjacking helps brands stay timely, authentic, and part of the conversation. It’s not about jumping on every trend. It’s about choosing the right moments that align with a brand’s values and audience. Done well, it’s a powerful way to cut through the noise and make meaningful connections. Curious about how this could work for your brand? Let’s talk. #CommunicationsStrategy #Newsjacking