More than 13 million people in the UK are affected by IBS, and new research suggests many popular probiotics cannot help a stressed gut. Scientists at the University of Bristol and Ferrocalm identified a bacterial strain that thrives under stress, and in a trial 81% of people saw their gut symptoms improve after eight weeks. For IBS Awareness Month, we put Ferrocalm's chief executive, a gut health researcher, on air across a radio day of interviews, plus TV, explaining what to look for when buying probiotics. The campaign secured 13 items of radio and TV coverage reaching 3.8 million, including Sky News TV, BBC Radio Leeds, BBC Radio Wiltshire and BBC Radio Bristol.
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.
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.
