Red light therapy is still new to most listeners, so Brain Awareness Week gave CeraThrive the perfect moment to explain it. We built the broadcast PR campaign around photobiomodulation, which research suggests may help manage neurological disorders such as Parkinson's and motor neurone disease, and around the CERA System, the first FDA-listed red light therapy system to target the gut-brain axis. CeraThrive's founder, who has a clinical neuroscience background, went on air across a radio day of interviews, joined on some by a man living with motor neurone disease who uses the therapy. The campaign secured 11 items of radio coverage reaching 3.3 million, including LBC News and BBC Radio Newcastle.
CeraThrive wanted to raise awareness of photobiomodulation, drive listeners to its website and position its founder as an industry expert.
The message
The CERA System is the first and only FDA-listed red light therapy system to target the gut-brain axis, supporting better brain function, longevity and physical wellness.
The angle
For Brain Awareness Week, the spotlight was on photobiomodulation, or red light therapy, which research suggests may help manage neurological disorders such as Parkinson's and motor neurone disease. CeraThrive's CERA System is the first red light therapy device designed to target the gut-brain axis.
On air
CeraThrive's founder, who has a clinical neuroscience background, joined on some interviews by a man living with motor neurone disease who uses the therapy
The result
11 items of coverage reaching 3.3 million, including LBC News, BBC Radio Newcastle.
About Brain Awareness Week
Brain Awareness Week is a global campaign started by the Dana Foundation, a US charity, and held in the third week of March. Universities, hospitals, schools and research groups run public events to build interest in brain science and show how it touches daily life. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Brain Awareness Week for 2027?
Brain Awareness Week next runs from Monday 15 to Sunday 21 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
