How do you create original social content that is entertaining, light and engaging but can still open the forum for serious, heart-felt and meaningful conversation to promote one of the most powerful and hard-hitting shows on TV in years?

Take them fishing. 🎣

Why?

Well, firstly because Stephen Graham was a big fan of Gone Fishing with Mortimer & Whitehouse and loved the idea of taking his old mate Ashley Walters for a similar jaunt on the riverbank.

Secondly, because it created a natural forum for these two dads to chat openly about their experiences of masculinity, fatherhood and (of course) the creation of Adolescence.

And thirdly, because neither of them had done it before and both thought they’d be crap at it. That final point is key to what made this work. They were game for trying something new and were up for a laugh.