Atomik Research recently conducted PR research on behalf of the Met Office looking at the nation’s awareness of UV. Specifically survey looked at the health risks UV can cause how much people are doing to protect themselves and their children from it.

In order to find out we surveyed 2,004 UK adults. 1,002 of the respondents were parents to kids aged 16 and under which meant we were able to segment the respondents and data to look at different aspects of the research.

The key findings of the PR research included:

  • Almost a third of UK adults don’t know that UV radiation comes from the sun.
  • 65% know there is a link between UV and skin cancer
  • 62% know there is a link between UV and skin cancer
  • 78% unconcerned about its effects on their eyes
  • 50% are aware that eye damage caused by UV rays can be irreversible
  • 43% of UK adults say they have sunglasses that offer UV protection.
  • Only 30% of parents said they worry about their children having too much exposure to UV and long term damage it could cause
  • 72% of parents admit to not taking any action to protect their child’s eyes from harmful UV rays
  • 32% of parents said they prioritise packing sunglasses when going on a day out with their children
  • 40% of parents said they don’t check UV levels before going outside

The research formed the basis of media campaign which secured widespread media coverage including an article on the Independent and a range of regional news sites.


JTI Illegal Tobacco PR ResearchCurnard Cruises Letter Writing PR Research