When it comes to irritable bowel syndrome, the internet is not always the best place to look for help. For IntestAid IB's Gut Week broadcast PR campaign, we turned new research into a story: over 60% of UK IBS sufferers could be free of symptoms by ignoring 'wacky' internet advice, yet 66% relied on the internet for information, and while 70% knew how to treat IBS, only 31% acted on it. We put their spokesperson on air across a radio day of interviews, explaining how following expert advice, eating a good diet and taking the right supplements can help. The campaign secured 24 items of radio coverage reaching 2.0 million people, including BBC Radio Wales, BBC Radio Solent and BBC Radio Humberside.
24Items of coverage
2.0 millionCombined reach
2h 17mTime on air
Coverage highlights
BBC Radio WalesBBC radio
BBC Radio SolentBBC radio
BBC Radio HumbersideBBC radio
BBC Radio LeicesterBBC radio
BBC Radio GloucestershireBBC radio
The story
IntestAid IB, Gut Week
The aim
IntestAid IB wanted to raise awareness of irritable bowel syndrome during Gut Week and position IntestAid IB as a solution.
The message
Irritable bowel syndrome affects 10 to 20% of adults. Many sufferers could be symptom free by following expert advice, eating a good diet and taking the right supplements.
The angle
Research found over 60% of UK IBS sufferers could be free of symptoms by ignoring 'wacky' internet advice. Although 70% knew how to treat IBS, only 31% acted on it, and 66% relied on the internet for information.
The result
24 items of coverage reaching 2.0 million, including BBC Radio Wales, BBC Radio Solent, BBC Radio Humberside, BBC Radio Leicester.
About Gut Week
Gut Week was a UK awareness week about digestive disorders and early diagnosis, run by the Digestive Disorders Foundation, now called Guts UK. It ran in the second half of July in the late 2000s. 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 Gut Week?
Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
