The Mouth and Foot Painting Artists (MFPA) is a collective of disabled artists who earn a living through the sale of artwork created using their mouth or feet. Christmas is the most important commercial moment of the year for the MFPA when it sells Christmas cards and calendars across the country. Its target customers are middle aged to older adults across the UK, especially women.
Kallaway was appointed to build and sustain national relevance in the run up to the Christmas period to help the MFPA cut through, drive awareness, and convert attention into sales.
We positioned the MFPA story around powerful human testimony, centred on the way the artists work and why it is so important to them.
Each year we identified a new angle within the same core story to deliver significant national and regional media exposure. This ranged from broadcast-led artist demonstrations to Shadows and Substance – a photography collaboration with a blind photographer, Ian Treherne. Most recently, we created a behind-the-scenes campaign following an MFPA artist as he saw his work transformed into a Christmas card for the first time.
Our story telling approach ensured cut-through into the national and regional media every year. Broadcast coverage included ITV This Morning, BBC Breakfast and GB News. National media included outlets such as The Times, Daily Mail and Daily Mirror. To increase reach to target older audiences we secured coverage in lifestyle titles and across the regional media, including regional TV and broadcast.
To reach younger audiences, we ran influencer advocacy campaigns reaching specific audiences across disability, family, and social issue audiences, and developed the MFPA’s social content around artists, process, and products.
This work helped the MFPA reach the next generation of customers and built deeper engagement and connection with its artists, while also dramatically increasing reach, engagement and traffic to the MFPA's shop at a key time for sales.
| 254 | Press stories across 2024/2025 |
| 14 | TV or radio stories cross 2024/2025 |
| 68% | Increase in engagement on social media month-on-month |
| 78% | Increase in Instagram reach |
| 240% | Increase in Facebook link clicks |
“Kallaway delivered coverage around our key Christmas sales period, when it commercially matters the most to the Mouth and Foot Painting Artists. Fundamentally focused around our artists, Kallaway’s seasonal publicity campaigns achieved very good traction with the media. This helped to create greater brand awareness of the MFPA by highlighting the unique way our artists create their paintings, adding value to their products and critically supporting our artists livelihoods. The impact of the campaign also helped to deliver an overall increase in customer traffic to our website and encouraged completely new customers to visit and to add their names to our mailing list.”
James Parkins, Director, Mouth and Foot Painting Artists
