Myths about periods still persist in the UK: research showed 48% of girls feel embarrassed by their period and one in three young people felt unprepared for their first. Ahead of International Women's Day, we used those findings to build a broadcast PR campaign for FemX, the app helping women understand their bodies and break the silence around female health. We put the founder of the FemX women's health app on air across a day of radio and TV interviews, encouraging women to take their health into their own hands without fear of being judged. The campaign secured 12 items of radio and TV coverage reaching 2.3 million people, including BBC South Today, BBC Radio Merseyside and BBC Radio WM.
FemX wanted to position itself as a ground-breaking app helping women understand their bodies and break the silence around female health.
The message
Your health in your hands with FemX: empower yourself without fear of being judged.
The angle
Ahead of International Women's Day, research showed myths about periods persist in the UK: 48% of girls feel embarrassed by their period and one in three young people felt unprepared for their first. Globally, at least 500 million women lack adequate facilities for menstrual hygiene.
On air
The founder of the FemX women's health app
The result
12 items of coverage reaching 2.3 million, including BBC South Today, BBC Radio Merseyside, BBC Radio WM, BBC Radio Nottingham.
About International Women's Day
International Women's Day grew out of labour movements in North America and Europe in the early 1900s and was first marked in 1911. The United Nations recognised it in 1977. It celebrates women's achievements and supports the push for gender equality. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning International Women's Day for 2027?
International Women's Day next falls on Monday 8 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
