Back to School is one of the awareness days brands use to get on radio and TV. Relations Group has run 7 broadcast PR campaigns for it, for Vosene Kids, Vosene Kids, Vosene, Scottish Qualifications Authority, New York Bakery Co, Modibodi and Minerva Virtual Academy. The coverage ran to 209 broadcast items (185 interviews and 24 on-air competitions), heard by a combined audience of 51.9 million. Coverage included BBC Radio Norfolk, BBC Radio Humberside, Tay FM, Sky News TV, BBC Radio Kent and more.
209Items of coverage (185 interviews and 24 on-air competitions)
51.9 millionCombined reach
13h 40mTime on air
165Distinct outlets
Coverage highlights
BBC Radio NorfolkBBC radio
BBC Radio HumbersideBBC radio
Tay FMCommercial radio
Sky News TVTV
BBC Radio KentBBC radio
BBC Radio LincolnshireBBC radio
BBC Radio NorthamptonBBC radio
Sky News RadioNational news network
BBC Radio ScotlandBBC radio
BBC Radio EssexBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio SuffolkBBC radio
BBC Radio CambridgeshireBBC radio
Clyde 1 FMCommercial radio
Northsound 1Commercial radio
Northsound 2Commercial radio
BBC Radio DevonBBC radio
Panjab RadioOn-air competition
Northsound 2Commercial radio
Good Morning BritainTV
BBC Radio 5 LiveBBC radio
BBC Radio Sussex and SurreyBBC radio
BBC Radio LeedsBBC radio
BBC Radio EssexBBC radio
Greatest Hits Radio Surrey & East HampshireCommercial radio
Hits Radio Surrey & East HampshireCommercial radio
Watch and listen
Good Morning Britain · 2m 17s
The campaigns
Minerva Virtual Academy, Back to School
The aim
Minerva Virtual Academy wanted to raise awareness of Minerva Virtual Academy's online school as children went back to school.
The message
Online school can give children who struggle in a mainstream classroom, including those with ADHD, autism or anxiety, a way to keep learning.
The angle
Concern about school attendance and children's mental health as the new school year began.
The result
9 items of coverage reaching 23.6 million, including Good Morning Britain, BBC Radio 5 Live, Sky News Radio, BBC Radio Sussex and Surrey.
Modibodi wanted to encourage parents to help teens prepare for the new school year by adding period underwear to their back-to-school shop.
The message
Modibodi's Back to School collection of teen period underwear and dancewear looks and feels like normal underwear, with slim absorbent layers so teens need not worry about staining school or sports uniforms.
The angle
Half of girls start their period by 12, and new Modibodi research finds 1 in 4 do not feel comfortable using period products at school, over 1 in 10 have gone home after leaking and 2 in 5 struggle to concentrate. Parents are urged to add period products to the back-to-school shopping list.
New York Bakery Co wanted to raise awareness of bagels as a new and easy option for packed lunches at back to school time.
The angle
As the new school term began, stations offered listeners a year's supply of mini bagels as a prize, pitching them as a lunchbox-friendly alternative to traditional sandwiches.
The result
37 items of coverage (13 interviews and 24 on-air competitions) reaching 3.9 million, including BBC Radio Devon, Panjab Radio, Northsound 2.
Vosene wanted to highlight how common head lice are, promote the Nitwatch heat map and position Vosene Kids as the market leader.
The angle
New research found half of parents (50%) do not admit their child has head lice to school, family or friends, and one in ten are too embarrassed. Over six in ten (63%) primary school children have had them. Nitwatch, a national campaign with an interactive heat map, launched.
On air
A head lice expert from Vosene Kids, one of the creators of the Nitwatch campaign
The result
87 items of coverage reaching 6.8 million, including Sky News Radio, BBC Radio Scotland, BBC Radio Essex, BBC Radio Kent.
Scottish Qualifications Authority wanted to raise awareness of the new National Qualifications and reassure pupils, teachers, parents and employers they bring new opportunities.
The message
The new National Qualifications reflect the Curriculum for Excellence. The Scottish Qualifications Authority has worked extensively with teachers and lecturers and will support them to deliver the new qualifications, so no learner is disadvantaged.
The angle
Qualifications in Scotland changed to reflect the Curriculum for Excellence, and from the start of term learners began working towards the new National Qualifications. The pitch reassured learners, parents and employers that no one would be disadvantaged.
The result
20 items of coverage reaching 4.1 million, including BBC Radio Scotland, Clyde 1 FM, Tay FM, Northsound 1.
Vosene Kids wanted to highlight head lice prevalence across UK regions and position Vosene Kids as a natural, preventative option rather than a treatment.
The angle
A summer of damp, humid weather created ideal conditions for a head lice epidemic, with a 15% rise already. A national campaign, likened to Neighbourhood Watch but for head lice, helped parents see the risk in their area.
On air
A co-creator of the Nitwatch campaign and head lice expert from Vosene Kids
The result
22 items of coverage reaching 8.9 million, including Sky News TV, BBC Radio Kent, BBC Radio Lincolnshire, BBC Radio Northampton.
Vosene Kids wanted to raise awareness of Vosene Kids before the back to school period and position it as a brand that supports parents.
The message
Vosene Kids is doing everything it can to take the pressure off parents in September, including helping them stay ahead of head lice in their area.
The angle
New research found 78% of mums of pre-school children feel anxious about their child starting school, yet only 4% worry about head lice, even though lice most commonly affect children from the age of 4 upwards.
On air
A working mum from Vosene Kids
The result
27 items of coverage reaching 2.3 million, including BBC Radio Norfolk, BBC Radio Humberside, Tay FM.
Back to School is the broadcast moment at the end of the summer holidays, when families get children ready for the new school year. It covers uniforms, shoes, stationery, lunches, routines and costs. Most schools in England, Wales and Northern Ireland go back in early September, and in Scotland in mid-August. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Back to School for 2027?
Back to School next comes round in late August and early September 2027, with most Scottish schools returning in mid-August. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
