High cholesterol affects almost half of UK adults, yet new research released on World Heart Day showed a worrying lack of understanding of it, with 16% wrongly believing only people who are overweight can have it. Working with Benecol's PR agency, we set out to prove it can affect anyone. We put a former Olympic and world champion athlete, the face of Benecol's Uncover Your Cholesterol campaign who was diagnosed at 38, on air across a day of radio and TV interviews. The campaign secured 9 items of radio and TV coverage reaching 2.7 million people, including GB News, Radio News Hub and BBC Radio Leeds.
New research released on World Heart Day showed a worrying lack of understanding of high cholesterol, which affects almost half of UK adults. 16% wrongly believe only people who are overweight can have it, and a former Olympic champion diagnosed at 38 fronted the campaign to prove it can affect anyone.
On air
A former Olympic and world champion athlete, the face of Benecol's Uncover Your Cholesterol campaign
The result
9 items of coverage reaching 2.7 million, including Radio News Hub, BBC Radio Leeds, GB News.
About World Heart Day
World Heart Day is run by the World Heart Federation and falls on 29 September each year. It raises awareness of heart disease and stroke and of how people can reduce their risk. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning World Heart Day for 2027?
World Heart Day next falls on Wednesday 29 September 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
