The Shipping Forecast

What We Did

The brief was to generate coverage, buzz, awareness and users for Sleep Stories, the bedtime stories for grownups, produced by Calm, the meditation and sleep app.

Among the ways we responded was by recruiting Peter Jefferson, the man who read The Shipping Forecast on the BBC for nearly 40 years, and luring him out of retirement to help us create a new version of it – complete with unusually calm maritime conditions.

With his help, we turned Britain’s “strange national lullaby”, famed as an accidental natural sleep aid of rare potency, into a high-profile new Sleep Story on Calm.

“The Shipping Forecast has been likened to a meditation, a mantra and a kind of lullaby, since for many people it is not just rhythmic, familiar and soothing but also the last thing they listen to at night before falling asleep."

Peter Jefferson, former BBC announcer turned Calm Sleep Story narrator

“It's so relaxing, the meditation app Calm even has Jefferson's voice reading off a Shipping Forecast to help its users sleep. The recording features a day of clear skies and gentle waves."

Mashable

Outcome

Huge media interest and international coverage..

This was one of many ideas that helped Calm grow from nine staff in a one-bedroom apartment into Apple’s App of the Year, the first mental health unicorn and the world's top-grossing health and fitness app.

Key Points

  • Tier 1, national media
  • International coverage

Coverage

  • The Telegraph
  • The Times
  • The Daily Mail – twice
  • The Daily Express
  • The (London) Evening Standard
  • Mashable
  • The Verge
  • Yahoo
  • 99% Invisible podcast
  • Saga Magazine
  • The Sunday Post
  • Reddit
  • The Magic of Sleep (Penguin Book)
  • Atlas Obscura
  • Sciencefocus.com
  • AngloNerd
  • Newsmulti.com
  • Slugger O’Toole
  • And many more