Media Strategy | Campaign Design | Brand Storytelling
As part of PR 508: Foundations of Public Relations and Advertising, my team and I developed a campaign for Jellycat, the British brand known for its irresistibly soft plush toys. The project—Comfort for All—tackles the stigma around adults owning plushies by positioning Jellycat as a source of emotional support for any age. It features a full campaign concept, including brand analysis, crafted messaging, and an integrated PESO media strategy.
Comfort For All
While beloved by children (and gift-givers), Jellycat has also found a lingering stigma around adults owning plush toys, particularly in the U.S. Many feel judged, embarrassed, or hesitant to embrace what simply makes them feel good.
So, my team and I asked: What if we helped Jellycat rewrite that narrative?
Comfort for All is our answer—a campaign that invites people to embrace softness without shame. With messaging that normalizes adult comfort culture and sparks joy across generations, the goal is simple: to help Jellycat break the stigma and become a symbol of comfort for all, everywhere.
Unpacking the Campaign
