Starting school is a big moment for parents as well as children. 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. For Vosene Kids, we built a broadcast PR campaign for Back to School that set out to take the pressure off parents in September, and put a working mum from Vosene Kids on air across a radio day of interviews. The campaign secured 27 items of radio coverage reaching 2.3 million people, including BBC Radio Norfolk, BBC Radio Humberside and Tay FM.
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.
More campaigns for Vosene Kids
Vosene Kids has come back to Relations Group for other broadcast PR campaigns:
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.
