Bedwetting is something many parents keep to themselves. New research found 46% of parents say their child is still wetting the bed when they start reception, yet only 9% would discuss it with other parents. Around half a million UK children aged five to sixteen are affected, and over five it is a treatable medical condition. For World Bedwetting Day, we built Ferring Pharmaceuticals' broadcast PR campaign around one clear message, that parents should go to their GP for support, and put a paediatrician and a nurse representing a charity on air across a radio day of interviews. The campaign secured 48 items of radio coverage reaching 7.2 million listeners, including BBC Radio 5 Live.
48Items of coverage
7.2 millionCombined reach
2h 33mTime on air
Coverage highlights
BBC Radio 5 LiveBBC radio
The story
Ferring Pharmaceuticals, World Bedwetting Day
The aim
Ferring Pharmaceuticals wanted to have bedwetting in children over five treated as a medical condition so the right patients can access treatment.
The message
Parents should go to their GP for support if their child is wetting the bed.
The angle
New research found 46% of parents say their child is still wetting the bed when they start reception, yet only 9% would discuss it with other parents. Around half a million UK children aged five to sixteen are affected, and over five it is a treatable medical condition.
On air
A paediatrician and a nurse representing a charity
The result
48 items of coverage reaching 7.2 million, including BBC Radio 5 Live.
About World Bedwetting Day
World Bedwetting Day was set up to show that bedwetting is a treatable medical condition and to encourage families to talk to a doctor or nurse. It was first marked on 24 May and is led by the International Children's Continence Society and the European Society for Paediatric Urology, with UK charities such as ERIC and Bladder and Bowel UK taking part. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning a campaign around World Bedwetting Day?
World Bedwetting Day was first marked on 24 May; the campaign now runs as World Bedwetting Week, usually in June, and the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
