As children went back to school attendance and children's mental health were a real concern for families. We built Minerva Virtual Academy's broadcast PR campaign around that worry, making the case that online school can give children who struggle in a mainstream classroom, including those with ADHD, autism or anxiety, a way to keep learning. Their spokesperson went on air across a radio day of interviews, plus TV, raising awareness of Minerva Virtual Academy's online school. The campaign secured 9 items of radio and TV coverage reaching 23.6 million, including Good Morning Britain, Sky News Radio and BBC Radio 5 Live.
Greatest Hits Radio Surrey & East HampshireCommercial radio
Hits Radio Surrey & East HampshireCommercial radio
Watch and listen
Good Morning Britain · 2m 17s
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Sky News
The story
Minerva Virtual Academy, Back to School
The aim
Minerva Virtual Academy wanted to raise awareness of Minerva Virtual Academy's online school as children went back to school.
The message
Online school can give children who struggle in a mainstream classroom, including those with ADHD, autism or anxiety, a way to keep learning.
The angle
Concern about school attendance and children's mental health as the new school year began.
The result
9 items of coverage reaching 23.6 million, including Good Morning Britain, BBC Radio 5 Live, Sky News Radio, BBC Radio Sussex and Surrey.
About Back to School
Back to School is the broadcast moment at the end of the summer holidays, when families get children ready for the new school year. It covers uniforms, shoes, stationery, lunches, routines and costs. Most schools in England, Wales and Northern Ireland go back in early September, and in Scotland in mid-August. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Back to School for 2027?
Back to School next comes round in late August and early September 2027, with most Scottish schools returning in mid-August. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
