Head lice are far more common than parents like to admit. New research found over six in ten (63%) primary school children have had them, yet half of parents (50%) do not admit their child has head lice to school, family or friends. As children went back to school we helped Vosene promote Nitwatch, a national campaign with an interactive heat map, and put a head lice expert from Vosene Kids, one of the creators of Nitwatch, on air across a radio day of interviews. The broadcast PR campaign secured 87 items of radio coverage reaching 6.8 million, including Sky News Radio, BBC Radio Scotland and BBC Radio Essex.
Vosene wanted to highlight how common head lice are, promote the Nitwatch heat map and position Vosene Kids as the market leader.
The angle
New research found half of parents (50%) do not admit their child has head lice to school, family or friends, and one in ten are too embarrassed. Over six in ten (63%) primary school children have had them. Nitwatch, a national campaign with an interactive heat map, launched.
On air
A head lice expert from Vosene Kids, one of the creators of the Nitwatch campaign
The result
87 items of coverage reaching 6.8 million, including Sky News Radio, BBC Radio Scotland, BBC Radio Essex, BBC Radio Kent.
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.
