Who is Moodwork
Moodwork is a French mission-driven company and the only mental health platform at work tailored to the specific sectors, roles, and challenges of every organization. Through self-assessment tools, training, and support from certified psychologists, Moodwork helps companies and institutions detect psychosocial risks, prevent burnout, and improve employee well-being. Its solutions are based on scientific research (emlyon, ESCP, INSEAD, Stanford) and are deployed across SMEs, mid-sized companies, and large organizations.
With strategic partnerships such as Harmonie Mutuelle (Vyv Group) and a growing presence in the Territorial Civil Service, Moodwork has established itself as a key player in workplace well-being in France. To support this growth, the startup needed a PR agency capable of structuring its media presence and positioning it as an authoritative voice in the public debate on mental health.
The objective of the partnership
Deploy a public relations strategy that is structured and paced to position Moodwork as a leading authority on mental health issues at work in France, with a clear goal: to generate 1 interview, 1 press release, and 1 op-ed each month in targeted media outlets, including HR, insurance, institutional, and mainstream press.
The Linker playbook in 3 pillars
1. Drafting and distributing targeted press releases
- Mental Health FTP PR: press release on the unprecedented barometer regarding the mental health of Territorial Civil Service agents, conducted in partnership with IdealCO and the MNFCT
- Zest Me Up PR: press release regarding the partnership with Zest Me Up
- Student Mental Health PR: press release targeting educational and general interest media
- Managing embargoes and journalist follow-ups to maximize press coverage for every announcement
2. Drafting and placing opinion pieces
- National Assembly op-ed: taking a stance in the institutional debate on mental health at work, to anchor Moodwork in the public and political sphere
- Eco-anxiety op-ed: a strong societal angle to reach both general interest and professional media
- Harvard Business Review approach: proactive outreach to HBR to place an op-ed on eco-anxiety in the workplace
3. Generating qualified press coverage in targeted media
- Strategic media targeting: specialized press in insurance, HR, workplace well-being, as well as institutional and territorial media
- Coordinating journalistic angles around Moodwork’s proprietary studies and data
- Preparing summaries and infographics with key figures to facilitate coverage by journalists
- Repurposing studies as raw material to fuel press kits, op-eds, and press releases
The results achieved
In 3 months (April - June 2024), Linker's public relations strategy generated significant media coverage for Moodwork in leading media outlets:
- 322K cumulative media reach over the period, validating the scope of the PR strategy
- 7 press mentions generated by the mental health in the Territorial Civil Service barometer alone, including 1 exclusive interview
- Harmonie Mutuelle partnership covered in L'Argus de l'Assurance and Republik Workplace, two leading media outlets in the sector
- National Assembly op-ed published, anchoring Moodwork in the institutional and political debate surrounding mental health
- Interview in The Daily Swile, a leading media outlet for the world of work and HR
- Coverage in Cadre & Dirigeant Magazine, Santé & Travail, and Banque des Territoires
- Moodwork positioned as a benchmark for mental health prevention in the workplace in France among HR decision-makers, institutions, and the insurance sector
