If you cannot keep your hand on the pavement for seven seconds, it is too hot for your dog's paws. That simple test opened Everypaw's summer broadcast PR campaign, as heatwaves become more common in the UK and 74% of dog heatstroke cases come from exercise in hot weather. We put a veterinary surgeon from Everypaw Pet Insurance on air across a radio day of interviews, with practical tips to keep pets safe: shade, fresh water and never leaving them in a hot car. The campaign secured 11 items of radio coverage reaching 1.9 million, including BBC Radio Merseyside, BBC Radio Three Counties and Greatest Hits Radio Bucks, Beds & Herts.
Greatest Hits Radio Bucks, Beds & HertsCommercial radio
Hits Radio Bucks Beds & HertsCommercial radio
Listen
BBC Radio Merseyside · 8m 30s
0:00 / 8m 30s
BBC Radio Three Counties · 9m 20s
0:00 / 9m 20s
Greatest Hits Radio Bucks, Beds & Herts · 0m 31s
0:00 / 0m 31s
The story
Everypaw, Summer
The aim
Everypaw wanted to warn pet owners about the dangers of pets overheating in summer and position Everypaw as an expert in pet insurance.
The message
Pets can easily overheat in summer with severe consequences, so keep them in the shade with fresh water and never leave them in a hot car. Everypaw pet insurance comes with 24/7 unlimited access to vets and vet nurses.
The angle
With UK heatwaves becoming more common, Everypaw's in-house vet shared tips to keep pets safe in the heat: 74% of dog heatstroke cases in the UK come from exercise in hot weather, and if your hand cannot stay on the pavement for seven seconds, it is too hot for paws.
On air
A veterinary surgeon from Everypaw Pet Insurance
The result
11 items of coverage reaching 1.9 million, including BBC Radio Merseyside, BBC Radio Three Counties, Greatest Hits Radio Bucks, Beds & Herts, Hits Radio Bucks Beds & Herts.
More campaigns for Everypaw
Everypaw has come back to Relations Group for other broadcast PR campaigns:
Summer is a major broadcast moment built around the school summer holidays, days out, travel, hot weather and outdoor living. In England and Wales schools usually break up in late July, while in Scotland and Northern Ireland they break up in late June. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Summer for 2027?
The school summer holidays next run from late July to early September 2027 in England and Wales, and from late June in Scotland and Northern Ireland. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
