In autumn 2016 I worked as the Grassroots Campaign Manager for the theatrical release of Ken Loach’s Palme D’Or winning feature I, Daniel Blake. The film was released in UK cinemas on 21 October 2016.

Managing five Regional Marketing Officers around the UK (in Scotland, the North East of England, the North West of England the North of England and the Midlands), I coordinated the delivery of their grassroots campaigns through specialised below the line activity in order to achieve a strong community engagement for local audiences.

Bespoke activity included taste maker screenings, street marketing, 'takeovers' of regional cinemas plus innovative activity including the I, Daniel Blake speech video which was seeded with local stakeholders and organisations and outdoor projections in key cities: