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Daring to Dream needed to raise awareness for Lleswyl 2026, its flagship hybrid festival designed to be accessible to people living with illness, whether they attended in person or watched from home.
Your Content Thread supported the charity (and co with a short-form video campaign that helped communicate the purpose, emotion and accessibility of the festival in a clear, social-first way - driving attention towards the YouTube livestream and helping more people understand why the event matters.
Lleswyl 2026 marked an important stage in the festival’s development, introducing an in-person experience alongside its established livestream for the first time.
Its hybrid format created an opportunity to reach people who might be unable to access a conventional event because of illness. However, communicating that purpose required more than dates, links and reminders.
The campaign needed to help people quickly understand:
The risk was that a meaningful, emotionally complex event could be reduced to noticeboard-style promotion.
The real challenge was to build visibility while also creating trust, clarity and a sense of belonging around the festival. Putting inclusivity at the heart of it.
The strategy was shaped by my Noticeboard to Community philosophy: social media should do more than broadcast what is happening and then nothing is posted for weeks....it should help people understand why it matters and see how they can become part of it.
Rather than relying solely on promotional messages, the campaign centred the people behind Lleswyl - including its presenters, charity advocates and people with lived experience of illness.
The content was designed to support three stages:
Short-form video allowed these messages to work across Instagram, Facebook, YouTube Shorts and LinkedIn without losing the emotional character of the festival.
The campaign combined a clear promotional message with individual stories about why Lleswyl mattered. This helped turn the event from something audiences were simply told about into something they could feel invited into.
Your Content Thread delivered a pre-event short-form content campaign in the lead-up to Lleswyl 2026 and then post-event content.
The work included:
The first phase established a clear, repeatable message around the festival.
The second phase moved more deeply into personal storytelling, giving advocates space to explain their connection to Lleswyl and why participation mattered to them.
Participation doesnt begin when someone arrives at an event or opens a livestream. It begins when they recognise that an experience is relevant, accessible and intended for them.
For Daring to Dream, the campaign turned a complex proposition into a collection of clear, human and accessible social assets.
Instead of relying on one or two general announcements, the charity had multiple ways to communicate:
This is the difference between using social media as a noticeboard and using it to build community.
A noticeboard tells people what is happening. Community-focused content helps them understand why it matters, recognise the people involved and see a place for themselves within it.
For participation-led organisations, that movement from awareness to belonging is especially important. People are more likely to watch, attend, join, contribute or share when they feel connected to the story rather than treated simply as an audience for an announcement.
The project was highly collaborative, with regular conversations helping to refine the message and content direction before production.
The strongest evidence at this stage is qualitative:
During the wider period in which the working relationship continued, Daring to Dream’s Instagram following more than doubled. It would be difficult to attribute that growth to this campaign alone, but it provides a positive indicator of the charity’s growing social visibility and momentum.
As more analytics and audience feedback become available, this case study will be updated with campaign-specific evidence such as video reach, engagement, partner shares and follower growth across a defined period.
This project reflects the kind of challenge Your Content Thread helps organisations address.
Whether the desired action is to watch, attend, join, contribute, share or return, meaningful participation rarely comes from posting more announcements. It comes from helping people understand the purpose, meet the people behind the work and recognise how they can become part of it.
By moving from noticeboard-style promotion towards community-focused storytelling, organisations can turn individual events and campaigns into longer-term audience relationships.
If your organisation has an event, campaign or a moment that matters - but your social channels are better at announcing it than helping people feel part of it, I’d be happy to explore how social-first storytelling could support your next campaign.