As part of a national PR campaign with our parent group, 4media group, Asda Pharmacy commissioned quantitative research with Atomik Research. The PR research of 1,000 UK hay fever sufferers with looked into the effects of hay fever of the lives of it’s sufferers. Specifically, it looked at the different activities hay fever sufferers believe they cannot do due to allergy.
Key findings from the research included:
- 51% of hay fever sufferers claim that the condition prevents them from enjoying life in the summer months
- 31% forced to stay indoors with the windows and doors shut in a bid to keep all pollen out the house
- 54% of British hay fever sufferers will actively avoid taking part in outdoor sports
- 24% of parents say that their hay fever means they find it difficult to play with their child outside
- 67% Brits suffer from sleepless nights as a result of their hay fever
- 51% suffer from fatigue in their everyday life as a result
- 63% never research pollen levels for holiday destinations they are visiting
- 54% say that they find other people don’t quite understand their condition and find other people are unsympathetic with the difficulties that they face.
The PR research formed the basis of broadcast and news generation campaign in the UK, fronted by former Olympic Medalist Colin Jackson. The campaign generated over 30 pieces of coverage with broadcast highlights including an appearance on Sky News Sunrise, five BBC Radio interviews, and talkRADIO.
The campaign also gained news coverage across print and digital publications. Highlights included cuttings in the Daily Express, The Daily Mirror, The Scottish Daily Mail, and The Sun, as well as articles on The Sun Online, and Express Online.