A third of British women had bought summer clothes too small as a diet incentive, and seven in ten were dieting before their holiday, with looking fat on the beach the top holiday worry, ahead of cost and accommodation. We turned that new research into LighterLife's broadcast PR campaign, positioning the brand as a credible, expert voice on safe weight loss. A professor from a national obesity forum and a psychotherapist went on air across a radio day of interviews, explaining why successful weight loss needs a safe, simple and sustainable approach that addresses behaviour change. The campaign secured 23 items of radio coverage reaching 3.6 million, including BBC Radio Merseyside, BBC Radio Devon and Northsound 1.
23Items of coverage
3.6 millionCombined reach
2h 33mTime on air
Coverage highlights
BBC Radio MerseysideBBC radio
BBC Radio DevonBBC radio
Northsound 1Commercial radio
Northsound 2Commercial radio
The story
LighterLife
The aim
LighterLife wanted to raise awareness of itself and be seen as the credible, expert voice on safe weight loss.
The message
It is important to choose a diet that is right for you and addresses behaviour change, because successful weight loss needs a safe, simple and sustainable approach.
The angle
New research found a third of British women had bought summer clothes too small as a diet incentive, and seven in ten were dieting before their holiday. Looking fat on the beach was the top holiday worry, ahead of cost and accommodation.
On air
A professor from a national obesity forum and a psychotherapist
The result
23 items of coverage reaching 3.6 million, including BBC Radio Merseyside, BBC Radio Devon, Northsound 1, Northsound 2.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
