Back Care Awareness Week is one of the awareness days brands use to get on radio and TV. Relations Group has run 2 broadcast PR campaigns for it, for Boston Scientific and Hinomi. The coverage ran to 34 broadcast items, heard by a combined audience of 7.6 million. Coverage included Sky News Radio, Radio News Hub and That's TV Scotland. Every campaign met or beat its coverage budget.
34Items of coverage
7.6 millionCombined reach
5h 10mTime on air
28Distinct outlets
Coverage highlights
Sky News RadioNational news network
Radio News HubNational news network
That's TV ScotlandTV
Listen
Sky News Radio · 0m 30s
0:00 / 0m 30s
The campaigns
Hinomi, Back Care Awareness Week
The aim
Hinomi wanted to position itself as experts in ergonomics and encourage listeners to visit its UK website.
The message
Since the pandemic people are sitting for longer, leading to back problems. Hinomi believes ergonomics is not just for the office, and not only for adults or people in pain.
The angle
It's Back Care Awareness Week, and back pain is the leading cause of disability in the UK, with 60% of Brits expected to have back issues and more than a third of children affected. With a more sedentary winter ahead, how we sit, and what we sit on, matters.
On air
One of Hinomi's co-founders
The result
20 items of coverage reaching 3.2 million, including Sky News Radio, That's TV Scotland.
Boston Scientific wanted to raise awareness of spinal cord stimulation as a long-term therapy for chronic pain.
The message
Life can change dramatically for people with chronic pain, and many are unaware of spinal cord stimulation, which uses electrical signals to mask the perception of pain. More people should know it is a treatment option.
The angle
Ahead of Back Care Awareness Week, 28 million people in the UK, over 2 in 5 (42%), were said to live with chronic pain, with back pain costing the UK economy 37 million pounds a day. Spinal cord stimulation was raised as a treatment option.
On air
A consultant neurosurgeon and a patient who had a spinal cord stimulation implant
The result
14 items of coverage reaching 4.3 million, including Sky News Radio and Radio News Hub.
Back Care Awareness Week is run by BackCare, a UK charity that supports people with back and neck pain. It promotes awareness of how to prevent and manage back and neck problems. The 2026 week ran from 5 to 10 October. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Back Care Awareness Week for 2027?
Back Care Awareness Week usually runs in early October. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
