Media Kit · 2026
A public documentary storytelling project, making mothers visible.
Firestarter Mum stops everyday mothers on UK high streets and asks one question: what would you say to a mum who feels she's lost herself? The answers become films, a living archive and a printed record.
Reach
Strangers who stay.
11M+
Views online
11.5M cumulative views across 75 street campaign films, including repeat views.
9.7K
Instagram followers
+17.9% growth in the last 90 days.
96.7%
Views from non-followers
The films travel far beyond the existing community.
2.03M
Views in 90 days
1.15M viewers and 27.7K interactions in the last quarter.
The three most-watched films
Bristol
"I asked mothers one question"
- 4.79M views
- 2.72M reached
- 3,244 follows
- 7.3K saves
- 16s avg watch
Bristol
"Before a mother speaks"
- 2.54M views
- 1.57M reached
- 1,938 follows
- 2.9K saves
- 14s avg watch
Street campaign
"Before a mother answers"
- 1.06M views
- 623K viewers
- 1,324 follows
- 13.7K likes
- 17s avg watch
6,506 new followers came from these three films alone.
Audience
Mothers, and the people who love them.
97.9%
Women
80.8%
Aged 25 to 44
The core parenting years, and the heart of the archive.
51.9%
Aged 35 to 44
28.9%
Aged 25 to 34
Top countries
- United Kingdom 20.2%
- United States 13.1%
- Germany 5.1%
- Australia 4.6%
- Canada 3.3%
Top cities
London · Singapore · Melbourne · Sydney · Jakarta
The campaigns
Four cities. One question.
Bristol
Where the question was first asked on the street.
Weston-super-Mare
Seaside voices on identity and endurance.
Bath
The weight of the mind, spoken out loud.
Cardiff
The fourth campaign of 2026, on the village a mother needs.
Voices from the archive
Verbatim, exactly as spoken.
"I don't think you ever truly find your old self. I think you find a new self."
"You'll find yourself again. For sure. You'll find yourself again. It looks like not, but you will at some point."
"I think that you lose a part of yourself, but you gain a new self, and you've got to try and integrate them a little bit."
"Even if you're ill, you have to get up and try your best to be the best mother you can for your little one, even though you're feeling that you can't get up and can't do anything, sometimes you feel depressed, ill, not yourself. But you still have to get up and keep going with the day."
Seen in & featured by
Partner with me
Three ways to stand behind the question.
The Sponsored Street Campaign
A shared question, taken to the street
A dedicated street documentary series filmed in a major UK city around a thematic question developed together. Your brand is credited as the partner who made the campaign possible, across the films and channels. The mothers, the question and the edit stay independent.
The Series Presenting Partner
Long-term patronage of the archive
Ongoing underwriting of the core street archive. Firestarter Mum street documentary series is supported by your brand, with credit on the films, the website archive and in Field Notes.
Field Notes & Archive Features
Sponsor the printed record
Sponsor an edition of Field Notes or underwrite a community print monograph, placing your brand inside the quiet, long-life publication readers keep.
Rates on request. Firestarter Mum does not take on scripted product placement or uncredited white-label work: every partnership is credited, and the mothers we witness always come first. Street voices take part with consent and are identified only by city.
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