IBS Awareness Month is one of the awareness days brands use to get on radio and TV. Relations Group has run 3 broadcast PR campaigns for it, for Almirall, Ferrocalm and Supply Life. The coverage ran to 72 broadcast items, heard by a combined audience of 8.8 million. Coverage included Sky News TV. Every campaign met or beat its coverage budget.
72Items of coverage
8.8 millionCombined reach
5h 18mTime on air
63Distinct outlets
Coverage highlights
Sky News TVTV
BBC Radio LeedsBBC radio
BBC Radio WiltshireBBC radio
BBC Radio BristolBBC radio
TalkTVTV
London LiveTV
BBC Radio LeicesterBBC radio
Listen
Sky News TV · 3m 40s
TalkTV · 4m 16s
0:00 / 4m 16s
BBC Radio Leeds · 10m 41s
0:00 / 10m 41s
BBC Radio Leicester · 10m 16s
0:00 / 10m 16s
BBC Radio Wiltshire · 4m 32s
0:00 / 4m 32s
The campaigns
Ferrocalm, IBS Awareness Month
The aim
Ferrocalm wanted to educate listeners on IBS, highlight what to look for when buying probiotics and drive visits to its website.
The message
More than 13 million people in the UK are affected by IBS. Severe stress can render probiotics ineffective, so Ferrocalm is built on a bacterial strain that thrives under stress.
The angle
New research suggests many popular probiotics cannot help a stressed gut, as in IBS. Scientists at the University of Bristol and Ferrocalm identified a bacterial strain that thrives under stress, and in a trial 81% of people saw gut symptoms improve after eight weeks.
On air
Ferrocalm's chief executive, a gut health researcher
The result
13 items of coverage reaching 3.8 million, including Sky News TV, BBC Radio Leeds, BBC Radio Wiltshire, BBC Radio Bristol.
Supply Life wanted to position its founders as gut health experts and encourage listeners to take control of their wellbeing.
The message
IBS affects around 1 in 5 UK adults, and myths abound, such as cutting out wheat and dairy fixing it. Foods affect everyone differently, and Supply Life's home tests check reactions to 220 foods.
The angle
New research from over 10,000 lab-analysed tests found as many as 1 in 5 Brits are intolerant to cow's milk and the average Brit lives with more than 15 food intolerances. Pitched for IBS Awareness Month, with at least 20% of the UK thought to have IBS.
On air
Supply Life's founder, who lives with IBS himself, and the company's co-owner
The result
6 items of coverage reaching 2.1 million, including TalkTV, London Live, BBC Radio Leicester.
Almirall wanted to raise awareness of IBS and its symptoms and encourage people to have informed conversations with healthcare professionals.
The message
IBS remains a taboo for women in the UK, with almost half uncomfortable discussing symptoms with a partner and almost three in five uncomfortable discussing them with a healthcare professional.
The angle
A new UK survey found 43% of women with IBS symptoms were more concerned about them than about relationships, having children or menstrual problems, yet 42% admitted only a rough understanding of IBS.
On air
A doctor and women's health expert
The result
53 items of coverage reaching 2.9 million.
About IBS Awareness Month
IBS Awareness Month was started in 1997 by the International Foundation for Gastrointestinal Disorders, a US charity, and is now marked more widely, including in the UK. It focuses attention on irritable bowel syndrome, how it is diagnosed and treated, and its effect on quality of life. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning IBS Awareness Month for 2027?
IBS Awareness Month next runs through April 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
