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
56 pieces of coverage across mainstream and trade media, including The Times, The Sun and the Daily Mail
90 in-depth broadcast interviews syndicated across national radio and television, including ITV1's Loose Women and BBC Radio 5 Live
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 its credibility and news value, the findings were launched in partnership with media medic Dr Dawn Harper, who acted as an 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 newspaper features. Of this coverage, 95% included expert commentary or a patient testimonial, strengthening credibility, while 55% shared a clear route to purchase, such as a website link.
In year two, the campaign generated 83 pieces of coverage: 65 broadcast interviews and 18 features across publications. Highlights included ITV1’s Loose Women, BBC Radio 5 Live, The Times, The Sun, the Daily Mail, the Daily Mirror and the Daily Express.
Of the broadcast interviews, 85% directed listeners or viewers to the website for further information, while 100% of print and online coverage referenced the product and its unique ingredients.
