HeadsUp

In HeadsUp’s first-ever public relations campaign, the tech startup saw media traction that would typically take 12 - 18 months to build.

And the spark? A strategically timed newsjacking of South Africa’s VAT hike reversal during the (second) 2025 National Budget speech.

We identified a gap in the coverage – while the headlines focused on tax relief, no one was talking about the silent tax businesses were still paying: burnout and presenteeism.

In just three months, Red Ribbon delivered impressive media traction, securing 31 earned media placements from only six pitched articles - an exceptional conversion rate exceeding 400%.

This included 12 mainstream media features in top-tier outlets such as News24, IOL, MSN, The Star, Cape Times, and The Mercury, as well as six targeted business vertical articles across FA News, Bizcommunity, and others.

The campaign also generated 10 tech-focused stories that bolstered the client's innovation credentials, alongside three journalist-led interviews, including a prime-time feature on Radio 702. Notably, the VAT release alone reached over two million combined readership impressions within 48 hours, demonstrating strong message amplification and audience impact.

Unlike campaigns that rely on paid placements or gimmicks, this success was built on Red Ribbon’s deep understanding of what newsrooms need.