Over eight in ten Brits (82%) suffer from poor sleep and 77% get less than the recommended eight hours, yet research found only 22% realise the benefits traditional acupuncture holds for sleep sufferers. For Acupuncture Awareness Week, we helped the British Acupuncture Council close that gap with a broadcast PR campaign on sleep and relaxation. We put a qualified member of the British Acupuncture Council on air across a radio day of interviews, alongside a singer and actress who turned to acupuncture for insomnia. The campaign secured 12 items of radio coverage reaching 1.3 million listeners, including BBC Radio Norfolk and BBC Radio Tees.
British Acupuncture Council, Acupuncture Awareness Week
The aim
British Acupuncture Council wanted to encourage and educate people about how traditional acupuncture can help improve sleep and aid relaxation.
The message
Traditional acupuncture can help improve sleep and aid relaxation, and it is one of the few treatments that is safe for pregnant women and children.
The angle
Research found over eight in ten Brits (82%) suffer from poor sleep and 77% get less than the recommended eight hours. Only 22% realise the benefits traditional acupuncture holds for sleep sufferers.
On air
A qualified member of the British Acupuncture Council, and a singer and actress who turned to acupuncture for insomnia
The result
12 items of coverage reaching 1.3 million, including BBC Radio Norfolk and BBC Radio Tees.
More campaigns for British Acupuncture Council
British Acupuncture Council has come back to Relations Group for other broadcast PR campaigns:
An annual week run by the British Acupuncture Council, the UK professional body for traditional acupuncturists. It aims to raise public and GP awareness of acupuncture, the conditions it is used for and the training standards of registered practitioners. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Acupuncture Awareness Week for 2026?
Acupuncture Awareness Week next runs from 10 to 16 November 2026, ending on World Acupuncture Day (16 November). Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
