Client hits national front page with diabetes study

Skill area: Media relations

Objective: Generate media coverage for preliminary study findings

  • Eight pieces of national coverage, including a front page lead
  • 24 pieces of regional coverage
  • Radio interviews covering John O’Groats to Lands End
  • Total campaign reach of over 65.5 million

The Gravitas team pulled out all the stops to brief press ahead of the launch of exciting new preliminary findings from a diabetes study.

The results speak for themselves – front page lead of the Daily Express on the day of the study launch, successful briefings with press in London and at the Diabetes UK conference in Glasgow and radio interviews covering the length of the UK.

Pulling together a complex press pack and making it media friendly meant having a thorough understanding of the issues surrounding type 2 diabetes, insulin therapy and what the preliminary findings mean for sufferers. GPR worked closely with Professor Anthony Leeds and investigators from Imperial College London to ensure the press were briefed accurately and effectively.

A strong case study was found to illustrate the real-life implications of the study findings and her story appeared as a double-page-spread in the Daily Express and online the following week.

The client was thrilled with both the coverage and the way the campaign was handled, commenting:

“This is a great outcome for a media programme based on a preliminary report. It has been a pleasure working with you.”

The GPR team worked hard to secure the fantastic outcomes and is looking forward to receiving a new brief from the client as a result of this campaign.