Atomik Research were commissioned to conduct PR research by outdoor activity store, Go Outdoors to investigate the impact of going to work and coming home from work in the dark.  The PR research looked at how long the nation spends outside in an average day and how that impacts their health, specifically in winter.

Key findings from the PR research included:   

  • 83% of workers in full-time employment leave for work and return home in darkness during the winter months 
  • 7 in 10 spending less than an hour a day outside
  • 53% of employed respondents spend 30 minutes or less outside during a working day
  • 50% of Brits suffer from vitamin D-related ailments, including:
    • fatigue (25%)
    • depression (17%)
    • chronic pain (13%)
    • weakness (13%) 
  • 1 in 10 spending less than 10 minutes outside
  • 35% of Brits spend upwards of £51 a month on gym memberships
  • 40% people would consider walking anytime up to 30 minutes as too long to walk 

The research was part of a broadcast PR campaign created in conjunction with our parent company, 4media group, which consisted of research and broadcast PR elements. The broadcast day was fronted by TV’s Dr Chris Steele and Ian Mackintosh from GO Outdoors.  


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