Putting joint health on the national agenda for caregivers
GOPO Joint Health wanted to increase awareness of joint health after midlife by reaching an overlooked audience with a clear need for support: unpaid caregivers.
Client: GOPO Joint Health
100% of print and online coverage featured GOPO or its unique ingredients
143 coverage items across broadcast, national and online media, including ITV1’s ‘Loose Women’, BBC 5Live, The Times, The Sun and Daily Mail
High-profile talent partnerships with Dr Dawn Harper and Arlene Phillips
Our approach
We identified caregivers as an underserved yet relatable audience with a clear need for joint health support. Often prioritising others over their own health, they became the focus of our ‘Caring for Caregivers’ campaign.
In year one, through national research, we revealed the true scale and impact of caregiving on joint health and used these insights to develop the ‘Joint Impact of Caregiving Report’. To strengthen credibility and news value, the findings were launched in partnership with media medic Dr Dawn Harper, who acted as expert spokesperson and provided practical advice on the importance of prioritising joint health.
In year two, we built on the campaign’s success by securing choreographer Arlene Phillips as celebrity ambassador. Arlene’s personal caregiving experience was complemented by professional insights from a mobility expert.
Our multi-channel media strategy delivered high-profile broadcast interviews, exclusive print features and social media partnerships, driving widespread visibility and strong audience engagement.
“Working with Beyond PR has been an incredibly collaborative and strategic experience. Their understanding of the healthcare and pharmacy landscape, combined with their ability to bring meaningful campaigns to life through compelling storytelling and high-profile talent, has helped us shine a spotlight on an important issue affecting unpaid carers across the UK.”
Brand Manager, GOPO Joint Health
Outcomes
In year one, we achieved 60 pieces of coverage, including 25 broadcast interviews and 2 national newspapers.
95% of coverage included expert commentary or a patient testimonial, thus conveying credibility. Importantly, 55% shared direction to purchase, such as a weblink, to drive sales.
The second year of the campaign generated 65 broadcast interviews, including ITV1’s Loose Women and BBC 5Live. 85% of which included a web link for more information.
Furthermore, coverage was achieved in 18 publications, including The Times, The Sun, Daily Mail, Daily Mirror and Daily Express.
100% of print and online coverage included the brand name and/or reference to the unique ingredients.
