Challenge: To raise awareness of the Hey Duggee show and to take ownership of National Hugging Day (on 21st January)
Solution: To ensure the hugging messaging, as well as family messaging – an integral part of the campaign – came across within the interviews, we carried out exclusive research to find out who is being hugged the most. Family hugs topped the poll with partners, sons/ daughters and mum making the top 5 favourite hugs.
The research also revealed that Brits are in need of hugs – most of us only get two hugs a day, when we actually want six hugs a day. Did you also know that if a hug last longer than seven seconds, it releases oxytocin (the happiness hormone) to make us feel even happier.
Results: Working alongside Doctor of Happiness and all-round expert on Hugging, Andy Cope, we secured back-to-back radio interviews with key stations including BBC Oxford, BBC Radio Shropshire, BBC Radio Lancashire, BBC Radio Wales, BBC Radio Northampton, Radio Yorkshire and Downtown Radio to name a few.