Case study - 4th Estate
A Bloody Scandal by Evelyn Scott
The brief
Evelyn Scott’s debut non-fiction book, A Bloody Scandal, is a personal exposé which reveals the shocking realities of medical misogyny which women continue to face around endometriosis and other gynaecological conditions.
Riot Communications was hired by publisher, 4th Estate, to raise publicity for A Bloody Scandal, positioning Evelyn as an authoritative voice in the female health space.
Our approach
We wanted to draw on Evelyn’s personal story, while also highlighting the systemic issues created by this problem. We pulled out key stats on how this affected the UK economy each year, and built this into a manifesto for change. We also created a photo moment outside Parliament to launch this alongside a petition.
We targeted a range of national, broadcast and specialist titles, as well as generating support on socials with influencers. We secured a number of interviews and first-person pieces drawing on the issues Evelyn highlights in the book, including with BBC Radio 4 Woman’s Hour, Daily Mail, Mirror, Grazia, New Scientist, The Female Lead and an interview with Sky News on the day of publication.
The results
