Sober October is a chance to look honestly at our drinking. ONS figures show 57% of those aged 16 and over drink, and 9.6% of adults, around 4.9 million people, drink on five or more days a week. For Beat My Addiction, we asked whether Sober October could be a wake-up call for those who may be dependent on alcohol, and put the founder on air across a radio day of interviews plus TV, explaining a tried and tested method to help people beat their addictions. The broadcast PR campaign secured 10 items of radio and TV coverage reaching 2.2 million, including London Live, Radio News Hub, BBC Radio London and BBC Radio Suffolk.
10Items of coverage
2.2 millionCombined reach
2h 00mTime on air
Coverage highlights
Radio News HubNational news network
BBC Radio LondonBBC radio
London LiveTV
BBC Radio SuffolkBBC radio
Listen
London Live · 5m 08s
BBC Radio London · 14m 22s
0:00 / 14m 22s
BBC Radio Suffolk · 9m 48s
0:00 / 9m 48s
Radio News Hub · 10m 53s
0:00 / 10m 53s
The story
Beat My Addiction, Sober October
The aim
Beat My Addiction wanted to educate listeners on its system for beating addiction and highlight the work of its founder's charity foundation.
The message
Alcohol misuse is now the biggest killer of working-age adults in England, and Beat My Addiction offers a tried and tested method to help people beat their addictions.
The angle
It's Sober October, and ONS figures show 57% of those aged 16 and over drink, with 9.6% of adults, around 4.9 million people, drinking on five or more days a week. Could Sober October be a wake-up call for those who may be dependent on alcohol?
On air
The founder of Beat My Addiction
The result
10 items of coverage reaching 2.2 million, including Radio News Hub, BBC Radio London, London Live, BBC Radio Suffolk.
About Sober October
Sober October is a challenge to go without alcohol for the month of October and raise money for charity. It was run for many years by Macmillan Cancer Support as Go Sober for October, and Alcohol Change UK is now the official charity behind it. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Sober October for 2027?
Sober October next runs through October 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
