ITV’s No Butts Campaign
Date
November, 2023
Client
ITV
Category
Commercial
The result
0
Interviews were national including 5 Live, Radio 2, Radio X and Times Radio
0
m+
Interviews
1
Interview every 8 minutes across a two hour window
Challenge
Believe it or not but sometimes a broadcaster requires broadcast PR support and BF media has been working with ITV since 2022 to promote a number of their daytime programmes.
Broadcast PR strategy and activation
News generation and media sell-in
Media training and spokesperson preparation
Our Approach
In April 2023, we were tasked with setting up radio interviews to promote Lorraine’s ‘No Butts’ campaign, an initiative raising awareness of Bowel Cancer in support of Bowel Cancer Awareness Month. A major part of the campaign was to celebrate the life of the late, great Dame Deborah James who initially spearheaded the movement alongside host Lorraine Kelly back in 2021.
With Lorraine available for interviews for just two hours and only once her live show had wrapped, our challenge was to set up as many interviews as possible in the limited time we had available.
