Men die on average six years earlier than women, and November puts the focus on men's health. For Movember, we turned new YorkTest research into a story about men's attitudes to their health: 21% of UK men think food intolerance is the same as a food allergy, 13% suspect an intolerance but have not been tested, and 71% were unaware of its link to mental health issues such as anxiety. We put an expert from YorkTest Laboratories on air across a day of radio and TV interviews. The broadcast PR campaign secured 20 items of radio and TV coverage reaching 1.4 million people, including Made TV Leeds, That's TV York and BBC Radio Cambridgeshire.
YorkTest wanted to raise awareness of YorkTest as a leading provider of food intolerance testing and encourage listeners to find out more.
The message
November focuses on men's health, as men die on average six years earlier than women. New YorkTest research explored men's attitudes to their health and to food intolerance testing.
The angle
During Movember, new research found 21% of UK men think food intolerance is the same as a food allergy, and 13% suspect an intolerance but have not been tested. 71% were unaware of its link to mental health issues such as anxiety.
On air
An expert from YorkTest Laboratories
The result
20 items of coverage reaching 1.4 million, including Made TV Leeds, BBC Radio Cambridgeshire and BBC Radio Northampton.
More campaigns for YorkTest
YorkTest has come back to Relations Group for other broadcast PR campaigns:
Movember runs through November, when participants grow a moustache, exercise or hold events to raise money for men's health. It began in Melbourne, Australia, in the early 2000s and now funds work on prostate cancer, testicular cancer, and mental health and suicide prevention. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Movember for 2027?
Movember next runs through November 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
