Sudocrem

Ask children and many will tell you their parents worry too much. A study of 6 to 11 year olds found 57% think their parents worry too much about their safety and 54% think they should be allowed to go to the park with friends unaccompanied, while 52% admitted spending too much time on games consoles. We built Sudocrem's broadcast PR campaign around those findings, putting a medical professor and the head of the brand's Play More campaign on air for radio interviews, and backing them with on-air competitions. The campaign secured 28 items of radio coverage, 13 interviews and 15 on-air competitions, reaching 5.2 million listeners, including BBC Radio Kent, BBC Radio Lancashire and Virgin Radio.