British men underestimate their waist size by 2.1 inches, and the average English waist measures 37.9 inches. For World Health Week, we helped British Heart Foundation take a new report and the Active Fat campaign, launched by three charities, on air with a clear warning: a growing waistline raises the risk of heart disease, cancer and type 2 diabetes. A senior cardiac nurse from the British Heart Foundation, a health information officer from Cancer Research UK and a clinical adviser from Diabetes UK joined a radio day of interviews. The broadcast PR campaign secured 16 items of radio coverage reaching 4.7 million, including Sky News Radio and BBC Radio Gloucestershire.
British Heart Foundation wanted to raise awareness that an expanding waistline is a risk factor for heart disease, cancer and type 2 diabetes.
The message
Men are at risk if their waist passes 37 inches and at high risk above 40 inches, yet most do not know how to measure it correctly.
The angle
A new report found British men underestimate their waist size by 2.1 inches, with the average English waist at 37.9 inches. Three charities launched the Active Fat campaign, warning a growing waistline raises the risk of heart disease, cancer and type 2 diabetes.
On air
A senior cardiac nurse from the British Heart Foundation, a health information officer from Cancer Research UK and a clinical adviser from Diabetes UK
The result
16 items of coverage reaching 4.7 million, including Sky News Radio and BBC Radio Gloucestershire.
More campaigns for British Heart Foundation
British Heart Foundation has come back to Relations Group for other broadcast PR campaigns:
World Health Week is a week created by Relations Group for UK health, wellbeing and medical brands to share advice on radio, from nutrition and sleep to fertility and dental care. It is separate from the World Health Organization's World Health Day on 7 April. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning a campaign around World Health Week?
The next dates for World Health Week have not been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
