Phoebe Griffiths

Head of Content and Production UK

For Phoebe, content strategy and mental wellbeing go hand in hand. As Head of the UK Content Team, she uses eight years of industry experience to champion ClassBento’s mission of improving community mental health through creative experiences. Her unique wellbeing-focused lens helps orchestrate captivating content and SEO strategies that, at their core, support people to combat stress and reconnect with the screen-free world around them!

What Phoebe brings to ClassBento:

8+ years of digital content and strategy experience spanning journalism, the arts, medical writing, and global freelancing.
BA Hons in Journalism, Media and Culture from Newcastle University.
Former Arts and Entertainment writer for The Courier (Newcastle University's student newspaper) and elected Journalism Student Representative.
Proven track record in high-impact SEO content strategy, digital growth, and analytics, backed by a Google Analytics Certification.
A history of community advocacy, including volunteer writing for the mental health charity Mind and, as registered member of the BACP, Phoebe also offers mental health counselling at a local charity.

In Phoebe's words

I'm originally from the North West but have since made Newcastle my home with my husband and our two cats, Toast and Stella. When I'm not working or breaking up cat fights, I'm usually sourcing my next pastry, exploring something arty or watching a good film (bonus points if the film is art!). I also have a keen interest in psychology, which manifests itself as listening to true crime podcasts, looking up what my dreams mean or, more meaningfully, volunteering as a mental health counsellor.

About me

I lived in a van for a bit, travelling all around New Zealand. It's now my dream to get one in the UK for weekend adventures.
I've been hosting dinner parties since I was eight, originally forcing my school friends to listen to my mum's jazz CDs. I still love hosting, but friends seem to enjoy it a lot more now that we're adults!
I used to work in the film industry, where my favourite perk was interviewing directors about their creative process.

Top weekend activities

Something wellbeingy – either yoga in my local park, a good hike or a sea swim and sauna session.
A charity shop mooch followed by a coffee and sweet treat.
On Sunday nights, I love to pick out a film off my watchlist and cook something that matches the vibe.

Favourite craft

I've recently gotten into gelli printing and absolutely love it. Since I'm drawn to surreal and abstract art, I love any craft where I can create from the subconscious and lean into the process rather than striving for perfection!

3 top tips to recharge and unwind

Slow down, and remind yourself that you don't need to constantly be in a rush. I like to catch myself when I'm clenching my jaw or rushing around the house cleaning, and just stop to take a few breaths. Your nervous system will thank you for it.
Find out what you need and give yourself permission for it. Some people need more alone time than others, while some people need to talk stuff out. Figure out what works for you and make sure you're doing it!
Do something for the world around you. Whether that's baking a cake for someone or picking up some litter on your way home from work. While a lot of mental health advice focuses on self-care (and as a counsellor, I'm all for that!), I believe looking outwards and showing up for your community is just as important for good mental health!

3 top tips for embracing creativity

Get outside! Nature is such a great source of inspiration, and creativity can sometimes be stifled by our home environments – surrounded by laundry, dirty dishes, and let's not forget the TV! Take a step outside and get in the zone before attempting to tap into that creative space.
From time to time, take a break away from your routine. I always feel most inspired and creative after I've switched up my routine and I'm experiencing something different, whether that's a new culture whilst on holiday or just allowing myself to rest a bit more than usual.
Stop talking yourself out of it. Creativity isn't a luxury or a talent reserved for a select few. It's a vital pillar of your wellbeing, right alongside eating well or exercising. On a larger scale, I believe art is what moves culture forward and sparks revolutions – which is why it is so vital that we all keep engaging with it. Don't underestimate its power, or your own. No more 'I'm not creative' or 'it's not important'!

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Phoebe's stories