Data-driven PR highlights politics is a major stress factor for Brits

Leading home health testing company, Medichecks highlights patterns of stress.

The data-driven PR campaign was developed from statistics collected anonymously from customers who undertook at-home stress saliva tests.

Interrogating the data made for interesting reading. It highlighted that stress peaked in 2019 when the UK was faced with political uncertainty. The spikes aligned specifically around Brexit milestones and changes in the Prime Minister.

The Tonic packaged up the findings into trends-based news with accompanying graphs. which tracked high cortisol levels (a measure of increased stress).

The findings were released in the lead up to a Brexit landmark, to piggyback upon the news agenda.

The Results:

Media welcomed the timely study findings and a different take on Brexit news.

Coverage reached more than 140 million people. Results in national publications including the Daily Telegraph, Daily Express and the BBC.

Medichecks, which has been trading for over 17 years, holds millions of pieces of proprietary data, showing biomarkers for a range of conditions and health issues. This was one of the first campaigns to develop media content from mining the data.

To maximise the potential of data-driven PR, have a chat with The Tonic team.

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