Highlights
BBC News, ITV This Morning, Dragon’s Den, HuffPost, JAAQ Jr., regional and national press
When 11-year-old Max Palfrey came to Penguin PR with an idea for a sensory T-shirt that could help autistic people and those with sensory processing differences, we knew there was a powerful story to tell.
Working alongside Max, his family and the team at Comfa, we developed a media campaign that introduced the Fidget-T to audiences across the UK, building awareness of both the innovative clothing range and the wider conversation around neurodiversity.
Building momentum
Rather than relying on a single press release, we supported Comfa through a series of carefully timed announcements as the business grew.
From launching the original children’s clothing range to celebrating Max becoming one of the UK’s youngest inventors after securing a patent for the Fidget-T, each milestone helped build the brand’s profile and maintain media interest.
As Comfa expanded, we also supported the launch of its adult clothing range and helped communicate the company’s partnerships and charitable work, ensuring the story continued to evolve.
National recognition
The campaign helped take Comfa from a Derbyshire start-up to a nationally recognised brand.
Media coverage included regional newspapers, the BBC and ITV, while Max went on to appear on Dragons’ Den, where Steven Bartlett described him as “the coolest entrepreneur we’ve ever seen in the Den” and Peter Jones praised him as “brilliant”.
Max also appeared on ITV’s This Morning, sharing the story behind Comfa with a national audience, and featured on JAAQ Jr., where he spoke openly about autism, ADHD, sensory processing differences and PDA in an episode that has since reached more than 1.2 million viewers.
More than media coverage
For us, the success of this campaign wasn’t measured by headlines.
Every interview, feature and television appearance helped raise awareness of sensory processing differences, challenged misconceptions around neurodiversity and introduced more families to a product designed by someone who truly understands their experiences.