When the clocks go back, two thirds of Brits say their sleep suffers, according to a PANDA London survey, with under 35s hit hardest. Almost half struggle to wake up in winter and almost 1 in 3 believe they suffer from Seasonal Affective Disorder, so we built a broadcast PR campaign on the small changes that make a big difference. We put a consultant counselling psychologist with a background in neuroscience on air across a radio day of interviews, explaining how the change disrupts our circadian rhythm and how breathable, temperature-regulating bamboo bedding helps people rest better through the darker months. The campaign secured 15 items of radio coverage reaching 24.1 million people, including BBC Radio 2, BBC Radio 4 and BBC Radio Newcastle.
PANDA London wanted to be seen as a sleep health expert and educate audiences on the year-round benefits of bamboo bedding.
The message
The clocks going back can disrupt our circadian rhythm, so small changes to sleep habits and environment make a big difference. PANDA's bamboo bedding is naturally temperature regulating, breathable and sustainable, helping people rest better through darker months.
The angle
A PANDA London survey found two thirds of Brits say the clocks going back disrupts their sleep, with under 35s hit hardest, almost half struggle to wake up in winter and almost 1 in 3 believe they suffer from Seasonal Affective Disorder.
On air
A consultant counselling psychologist with a background in neuroscience
The result
15 items of coverage reaching 24.1 million, including BBC Radio 2, BBC Radio 4, BBC Radio Newcastle, BBC Radio Three Counties.
More campaigns for PANDA London
PANDA London has come back to Relations Group for other broadcast PR campaigns:
British Summer Time ends at 2am on the last Sunday of October, when the clocks go back one hour to Greenwich Mean Time. It brings darker evenings and an extra hour in bed, and is a regular hook for stories about sleep, road safety and wellbeing. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Clocks Go Back for 2027?
The clocks next go back at 2am on Sunday 31 October 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
