THE NATION’S SICK LEAVE CRISIS

HR and People Development
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BACKGROUND

CIPD, the charity and professional body for HR and people development, released its latest research revealing record-high workplace sickness absence soared to nearly two working weeks per employee each year (9.4 days). With limited lead time to launch, the challenge was to secure strong broadcast coverage across national and regional outlets, positioning CIPD as the go-to voice on workplace health and wellbeing solutions.

 

Increasing Sick Leave CIPD TalkTV

STRATEGY

Despite the tight turnaround, markettiers developed a sharp story focussing on the news value of the data. We quickly positioned the story in forward-planning diaries, briefed media owners and tailored our pitches for different outlets. While no CEO involvement was possible, we still secured interviews across both business and consumer channels with senior CIPD experts who could credibly bring the story to life. Alongside landing interviews during station programming, we also pitched for coverage to land via in-reads and hourly news bulletins.

 

Increasing Sick Leave CIPD

RESULTS
The campaign achieved outstanding broadcast traction across both national television and radio which resulted in 22+ items. Highlights included a live interview on BBC1 Breakfast, extensive coverage on talkTV where the story was revisited multiple times throughout the day with a range of commentators, and a feature on BBC Radio 4’s Today programme during its influential early morning paper review. Further standout coverage spanned LBC, Times Radio, TALK, talkSPORT, BBC Radio 5 Live, BBC Scotland, and multiple BBC local stations, ensuring the story resonated widely with key audiences across the UK.
Increasing sick leave - CIPD pic - 2
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