Cancer diagnosis and treatment depend on timely access to specialist care, and severe staff shortages in clinical radiology and oncology are putting lives at risk. We built The Royal College of Radiologists' broadcast PR campaign around data from its 2024 workforce censuses and a call for urgent investment in recruiting, training and retaining radiologists and oncologists. RCR spokespeople went on air in radio interviews, making clear how essential these NHS professionals are to patient safety and cancer care, so decision-makers could not ignore the scale of the crisis. The campaign secured 19 items of radio coverage reaching 8.4 million, including LBC, Times Radio, Greatest Hits Radio and BBC Radio Scotland.
19Items of coverage
8.4 millionCombined reach
49m 00sTime on air
Coverage highlights
LBCNational radio
Times RadioNational radio
Greatest Hits RadioNational radio
BBC Radio ScotlandBBC radio
BBC Radio WalesBBC radio
BBC Radio NorfolkBBC radio
LBC NewsCommercial radio
CapitalCommercial radio
HeartCommercial radio
SmoothCommercial radio
Hits RadioCommercial radio
Campaign video
The story
The Royal College of Radiologists
The campaign
Census Launch
The aim
With cancer diagnosis and treatment heavily dependent on timely access to specialist care, severe staff shortages in clinical radiology and oncology are placing lives at risk. To support the Royal College of Radiologists, we amplified their call for urgent investment in recruiting, training, and retaining these vital NHS professionals. By positioning the RCR as a trusted expert voice and highlighting data from their 2024 workforce censuses, we drove national awareness. Our campaign raised the profile of radiologists and oncologists as essential to patient safety and cancer care, ensuring decision-makers couldn’t ignore the scale of the crisis.
The result
19 items of coverage reaching 8.4 million, including LBC, Times Radio, Greatest Hits Radio, BBC Radio Scotland.
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