Atomik Research recently conducted PR research for The National Institute for Health Research to promote their push to get more people involved in clinical trials. The research formed part of a larger integrated campaign generated by our parent company, 4media group.

Clinical trials are vital to the future of healthcare and can provide the key to ground breaking treatments that could transform the lives of millions of people, but numbers are lacking. The research of 2,000 UK adults not only demonstrated the lack of participation in clinical trials but also a number of misconceptions surrounding them. This may explain why there is such low participation in clinic trials.

As well as the PR research, the campaign also included broadcast, news generation and video elements. Fronting the broadcast day was Simon Denegri, NIHR National Director for Patients, Carers and the Public.

The campaign was a huge success with a total of 383 items of coverage, including 19 pieces of radio coverage, 8 pieces of online coverage, 7 pieces of social coverage and 2 pieces of print coverage. The story featured on BBC Breakfast, Sky News Sunrise and ITV News as well as interviews on 12 regional BBC radio stations including BBC Radio Scotland.

The story and video were also published on the BBC News website, inews,, and was also picked up in print by the Daily Mirror and the i.

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